Ropancio

Advil Gripa Max – Meet Ropancio

To launch Advil’s new product, Gripa Max, the goal was clear: show that it’s made for strong colds and flus. But instead of following the usual formula for pharmaceutical ads, we had the chance to do something truly fun and unexpected.

We created Ropancio — a character buried in layers and layers of clothing, perfectly capturing that universal feeling of wanting to stay bundled up, hidden, and cozy when you’re sick. A literal walking pile of comfort.

What made this project especially exciting was that the client fully embraced the idea of personifying what it feels like to be sick. It gave us room to play, to connect with real insights in a playful way, and to bring something fresh to a category that rarely strays from the conventional.

And of course, once Advil Gripa Max kicks in, we delivered a satisfying visual gag — all those layers explode away, freeing the character underneath. A dynamic, expressive way to let the audience feel the relief that Advil Gripa Max brings, both physically and emotionally.