Relief

Background

The campaign sets out to inform consumers that Prunelax is on another level for the relief of constipation. The ‘Relief’ spots were developed against a strategy hell-bent on driving awareness by cutting through the sanitised health category in a major pivot from traditional pharmaceutical advertising. The idea was to harness a bold cinematic style to disarm viewers and help Prunelax authentically own the feeling of relief. The first two spots to lead the charge - ‘Buried’ & ‘Casket’ - both strive to live up to the art of ‘the unexpected twist’. The dial was then turned up further with ‘I do’ & ‘Solo’ that followed.