Head On!

There's a commercial for a new product. Here, I'll describe it for you.

A woman is smearing what looks to be a ginat tube of chapstick all over her forehear while another woman is telling you about the product. I know it word for word and I've only seen the ad 5 times.

"Head On! Apply directly to the forehead! Head On! Apply directly to the forehead! Head On! Apply directly to the forehead! Head On is old without a prescripstion through retailers nationwide."

I guess they had to use up the whole 30 seconds alloted for a commercial.

What do you do with it again?

What if you get a headache not located "directly" on the forehead? You know, the kind that shows up right behind your eyeballs...
Or the kind that seems to be exactly in the center and throbs outwardly so hard you hear it going, "Bwam, bwam, bwam".