VML Dubai partners with Panadol Extra to turn breakup texts into songs this Valentine’s Day

February 13 2025, 10:32 am | BY Adam Shaw | No Comments

VML Dubai and Haleon have transformed brutal breakup texts into viral songs in a bold Valentine’s Day campaign that blends humor, music, and social trends.

 

For the second year in a row, Panadol is stepping in to help the heartbroken—despite having no real clue how.

Valentine’s Day is supposed to be the most romantic day of the year. But if you’ve just been dumped, it’s more of a cruel joke. Panadol Extra knows how to offer relief from pain—99% of it, at least. But heartbreak? That’s a different story. Still, they’re giving it a shot.

Last year, VML Dubai and Haleon helped people ignore Valentine’s Day altogether with some “advice” on how to focus on other things.

Areej Yacoub, Marketing Manager at Haleon, said: “Last year, we took a bold stance by admitting we can’t fix all kinds of pain, and the response was overwhelming. This year, we’re keeping that energy—tapping into new behaviors and trends.”

This year, they’re back—this time calling out a modern breakup epidemic: ending relationships over text. Studies show that 88% of men and 18% of women have chosen to break up via message. It’s quick, convenient, and painfully impersonal.


“Breaking up over text is the new normal, and honestly, it’s pretty toxic. Sure, it hurts now, but if someone dumps you like this, they were never the right person anyway,” said Fabio Caveira, ACD at VML Dubai.

Marcelo Zylberberg, ACD at VML Dubai, said: “This campaign proves that good content can resonate no matter the brand or industry. We tapped into the viral trend of turning digital comments into music—to highlight just how bad people are at handling love and communication.”

Fernando Miranda, ECD at VML Dubai, added: “They say ‘one day you’ll laugh about this’—because laughter is the best medicine. We’re just speeding up the process so people can actually enjoy Valentine’s Day.”

Credits
Agency: VML Dubai
Chief Creative Officer, Dubai: Aricio Fortes
Executive Creative Director, Dubai: Fernando Miranda
Creative Group Head: Louis Moghabghab
Associate Creative Director: Fabio Caveira
Associate Creative Director: Marcelo Zylberberg
Senior Art Director: Balu Puthalath
Copywriter: Zuhair Rahman
Motion Graphics: Simon Menpin
Account Director: Lara Medanat
Senior Account Manager: Amal Salha
Senior Producer: Karim Al Chamaa
Client: Haleon
Brand: Panadol Extra
Marketing Manager: Areej Yacoub
Regional Brand Manager: Ahmed El Gohary
Production House: What If
Director: Nas Saad
Executive Producer: Hugo Narciso
Producer: Melissa Urresti