Aspercreme has kicked off its brand repositioning with a series of 15-second spots and a new tagline, “Kick Pain in the Aspercreme.”

The ads, from agency of record Terri & Sandy, derive inspiration from cinematic fight scenes and are designed to encourage users to refuse to allow pain to take over their lives. “Spies” features a battle short-circuited by back pain, while “Warriors” finds two long-ago fighters sidelined by arthritis.

The spots represent a decided break in tone from the brand’s previous advertising, which focused on resolving simple pain moments. They’re set to run on broadcast and cable television networks (both English- and Spanish-language), as well as in the social and online video realms.