HeadOn
From Wikipedia, the free encyclopedia
HeadOn is a homeopathic topical product intended for headache relief, produced by Miralus Healthcare.[1] Although intended uses are not listed on the website or in the commercial spot, the purported purpose of the product is to assuage headaches after being applied directly to the forehead.[1]
Chemical analysis has shown that the product consists almost entirely of wax. The two listed active ingredients, white bryony (a type of vine) and potassium dichromate, are diluted to .000001 PPM and 1 PPM respectively.[2] This amount of dilution is so great that the product is arguably a placebo.[3]
Correspondence has been published with a statement from HeadOn Customer Service that "It works through the nerves."[4]
The Better Business Bureau has asked Miralus Healthcare not to make claims that HeadOn cures headaches.
Miralus Healthcare claims that HeadOn is safe, so that,
- "It can be used by anyone and as often as needed. There are no dosage restrictions or health risks associated with its use."
HeadOn is manufactured in Chicago, while Miralus Healthcare has offices in Canada and Florida.[5]
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[edit] Commercial
HeadOn's notoriety came in part due to its advertisements on cable and daytime programming on broadcast television which consisted of using only the tagline "HeadOn. Apply directly to the forehead" repeated very quickly three times, accompanied by a video of a model using the product. On September 18, 2006 a new advertisement debuted on US channels; the opening is the same as the original HeadOn, with the usual "HeadOn, apply directly to the forehead" line occurring once before the sound fizzles out while a person walks on and mocks the tagline, stating "I can't stand your commercial, but your product is amazing!", "Hate your commercial, but love your product" or "HeadOn your commercial is so annoying, but you got a great product!"
The previous advertising campaign used to promote HeadOn included the "Should I know about HeadOn?" phrase, but was changed in late June 2006.[6]
The company used focus groups to try a number of potential commercials; with one focused solely on repetition; its results were incredible. The focus groups recalled the ads much more than with any other method.[1] A number of people have considered the ads annoying.[7][8][9] Dan Charron, vice president of sales and marketing, told the Los Angeles Times that nobody in the focus groups had told him that the ads were annoying.[5]
In many ways, the commercial is revolutionizing television commercials as a whole, as it introduces a postmodern element to advertising. With a slogan looping three times, and no clear explanation of what the product is, or what the product does, the commercial creates an intrigue and notoriety that many commercial companies are seeking.
The HeadOn commercial also consists of two other short ad spots that are somewhat lesser known, ActivOn joint and muscle pain reliever and FreedHem hemorrhoid cream, both homeopathic, although the FreedHem spot is equally as repetitive and annoying as the original HeadOn spot. Occasionally, the FreedHem spot is replaced by a spot for Flexitol heel balm.
[edit] Parodies
The commercial has led to a number of parodies now appearing on Web sites such as YouTube, USA Today reports,[10] and it has since become an internet meme. The technophile magazine Make describes how to turn it into a ring tone.[6] The Daily Show also parodied the commercial with a military recruitment ad on its August 3rd, 2006 episode, showing a soldier putting on a helmet and repeating "U.S. Army, protect your forehead". Liberal radio talk show host Stephanie Miller also parodied the commercial in her radio show by incorporating a clip of George W. Bush saying "September the 11th" and then the commercial's "Apply directly to the forehead" and repeating that three times. In a recent episode of the Colbert Report host Stephen Colbert argued "apply directly to the forehead" was a phrase that best captured the essence of American pop culture in the 21st Century. He also used it during the beginning of the show on the October 4th, 2006 episode. On The Tonight Show with Jay Leno, in the segment "The Audience Wants to Know" where Jay answers questions from the audience, an audience member asked if the commercial could be more annoying. Jay showed a clip of the commercial, except replacing the woman in the clip and the voice with Gilbert Gottfried (who makes frequent appearances on the show) repeating "HeadOn, apply directly to the forehead" ending with "How much more simple do you need it, moron?". University comedy magazines such as Phroth from Penn State have also used this pop culture phenomena to advertise their own product. Glenn Beck's radio show also uses an edited version that states "Glenn On, apply directly to the ear drum" three times followed by the Jamaican sounding announcer from the Red Stripe beer commercial who says “Boo mysterious and annoying commercial! Hurray, Glenn Beck.!
[edit] Active ingredients
There are three variants of HeadOn—Extra Strength Headache Pain Reliever[11], Extra Strength Sinus Headache Relief[11], and Migraine Pain Reliever[11]. Their active ingredients are:
[edit] Extra Strength Headache Pain Reliever
- Potassium Dichromate 6X H.P.U.S. 0.05%
- White Bryony 12X H.P.U.S. 0.04%
[edit] Extra Strength Sinus Headache Relief
- Potassium Dichromate 6X HPUS 0.05%
- White Bryony 12X HPUS 0.04%
- Golden Seal Hydrastis 30X HPUS 0.08%
[edit] Migraine Pain Reliever
- Potassium Dichromate 6X H.P.U.S 0.03%
- White Bryony 12X H.P.U.S 0.04%
- Blue Flag 12X H.P.U.S Iris Versicolor—01%
[edit] References
- ^ a b c Stevenson, Seth. "Head Case: the mesmerizing ad for HeadOn", Ad Report Card, Slate, 2006-07-24. Retrieved on 2006-07-24.
- ^ Analysis of Head On. James Randi's Swift. Retrieved on 2006-07-27.
- ^ "Head Rub", The Washington Post, 2006-09-26. Retrieved on 2006-09-29.
- ^ Science at its best. James Randi's Swift. Retrieved on 2006-10-02.
- ^ a b Neil, Dan. "Ad Nauseam", Los Angeles Times, 2006-07-23. Retrieved on 2006-07-24.
- ^ a b "Headache remedy becomes pop culture phenom", United Press International, 2006-07-31. Retrieved on 2006-08-01.
- ^ Unger, Brian. "Taking an Annoying Pain Commercial Head On", National Public Radio, 2006-07-10. Retrieved on 2006-07-24.
- ^ HeadOn Commercial. The Daily Headache (2006-07-20). Retrieved on 2006-07-24.
- ^ Cooper, Gael. "Best and Worst Commercials of the Year", msnbc, 2006-08-24. Retrieved on 2006-09-21.
- ^ http://www.usatoday.com/money/industries/health/drugs/2006-07-30-head-on-usat_x.htm
- ^ a b c Walgreens.com—HeadOn. Walgreens.com. Retrieved on 2006-11-2.
