The use of laxatives is a bit of a taboo subject; so when laxative brands aren’t communicating a sanitised and rational message, they have historically used broad-metaphor toilet humour. It’s all very obvious, and in effect - unmemorable. This campaign goes dark and unexpected in order to really own the meaning of ‘true relief’.
Filosofia
Relief is potent. It’s salvation from fear and anxiety and it’s a unique feeling that we all know. But no matter how relieved you are, Prunelax does it better.
Problema
Prunelax has been around for quite a while. But their brand equity had stagnated in a category saturated with expected, sanitised advertising. We needed to shake people from their coma in order to get our message across, and make them remember Prunelax.
Resultado
A disarming cinematic rug pull that reframes the way we emotionally connect with moments of true relief.