Advil is set to tackle some pain as the official pain reliever of the NFL in Canada.

The campaign, which kicked off on Oct. 13 and will continue through the NFL season, stars Canadian NFL-player Chase Brown, the running back for the Cincinnati Bengals. The agencies involved in this campaign are Publicis for media buying, Grey as Canadian creative lead, along with Edelman for PR.

According to Advil, the spot can be seen on linear television through Bell; DAZN, which airs all NFL games digitally across all devices, including CTV. As for digital, it can be seen through Bell, TheScore and Atmosphere (in pubs and sports bars), as well as on social.

“Our media plan is to target our audiences where they are not only watching the games, but also checking scores and highlights,” says Amrita Maharajh, senior brand manager, Advil

“The NFL is ranked as the number-two sports league in Canada for avid fandom and has a total of 14.5 million fans coast-to-coast. With such a large cohort of Canadians tuned into the NFL each week, we felt it was the right fit for Advil Liqui-Gels,” Maharajh adds. “And partnering with a Canadian NFL player like Chase Brown allows us to connect even more deeply with our Canadian audience.”