Publicis has tackled the taboo subject of flatulence in its streetwise
first advertising for Bisodol, the over-the-counter indigestion remedy.
Whitehall Laboratories, Bisodol’s manufacturer, is putting pounds 2.5
million behind a national TV campaign to launch Bisodol Extra Strong
Mints to young consumers.
The 30-second film, marking Publicis’s first work for Bisodol since
landing the account in February, juxtaposes the 1991 recording of Things
That Make you go Oooo by C&C Music Factory with shots of food that can
sometimes provoke an embarrassing reaction.
In one sequence, an ‘animated television’ hands over food-filled
containers in a Chinese takeaway. In another, flowers visibly wilt when
confronted with a breakfast in a greasy spoon cafe, while further shots
show a young woman coping with the legacy of an Indian curry.
The commercial closes with a man reaching for his indigestion mints in
front of a late-night fast-food van.
The film, which was written by Noel Sharman and art directed by Rick
Ward, was directed by Adam Cameron and Simon Cole, the directing duo
known as Joe Public, whose recent work includes commercials for Harley-
Davidson, British Airways, Kellogg’s and British Rail.
Gerry Moira, the Publicis creative director, said: ‘Indigestion is
rarely a matter of life or death and Bisodol is the first brand to truly
acknowledge this with its own style of irreverent but empathetic
The four-week campaign breaks nationally this Friday and with
sparticular emphasis on the Central, Meridian, North and North-west TV