Laxative ad depicts feces locked up in prison

Only you can set them free” reads the tagline for Dulcolax’s latest print ad, which is currently being run in Singapore newspapers and on outdoor media.

As AdWeek’s fecal marketing expert Alfred Maskeroni points out, the ad agency responsible for Duclolax’s poop prison campaign claims that brand awareness has experienced an increase from zero to 21 percent. But how is such an explosion in the competitive laxative marketplace possible, you ask?

McCann Health consumer communications of Singapore explains: “Instead of approaching the dramatization from the patient’s [point of view], we approached it from the excrement’s.”

[collective zombie nod of approval]

h/t AW