Legendary Pain Relief by Aspercreme & The Martin Agency

Rock bands have long been notorious for the bizarre — and sometimes brilliant — demands in their backstage riders. Now, The Martin Agency has turned that quirk into comedy gold for topical pain reliever Aspercreme, injecting fresh energy into an often predictable over-the-counter category.

The campaign, titled The Relief Rider, marks The Martin Agency’s first work for the brand and launches ahead of the September 12 release of Spinal Tap II: The End. It features the fictional band’s famously eccentric members — David St. Hubbins, Nigel Tufnel, and Derek Smalls — reminiscing about their most outrageous tour rider requests. Amid the laughs, Aspercreme emerges as the unsung hero that keeps the aging rockers on their feet.

While the tone is playful, the message carries weight. The campaign positions Aspercreme as an ally for the over-55 crowd, treating them not as a demographic defined by age, but as people with passions, ambitions, and a refusal to slow down. It’s a pointed challenge to ageist stereotypes, a bias research shows is held by half the population.

By celebrating active, irreverent musicians who won’t let aches and pains derail their tour, Aspercreme underscores its mission to help older adults live life to the fullest. The films were produced by Bleecker Street.