Fitness fans will be the target audience of a £1.4m promotional campaign for painkiller patches. A TV advert for WellPatch Deep Freeze Cold Patches, by producer The Mentholatum Company, will run from July to September and will feature action from sports events, with each clip culminating in a crunching impact and the tagline: "Play hard - you can always get patched up". The advert will be screened during ITV coverage of the Tour de France, Champions League qualifying matches and the Rugby World Cup. Four magazine ads, which show gritty black and white sporting images, will run in magazines such as Men's Health and Zest. "Deep Freeze is the only freeze product to be widely advertised to consumers - either on TV or in print," said a spokesman for the company.