Team Saatchi is taking over the campaign for Imodium Plus with a
new 20-second ad that begins on Monday.
The spot continues the strategy established by Saatchi & Saatchi for the
launch of Imodium Plus last year, which presented the product as a
source of confidence and assurance for those suffering from
It shows a woman walking down the street who suddenly rushes into a cafe
only to be confronted by an out-of-order toilet. As a voiceover bemoans
how those suffering from the condition are "always looking for the
nearest loo", we assume that she has been caught disastrously short.
However, in a play on expectations, it becomes apparent that the woman
is after a slice of cake - which she tucks into with the relish of
someone with no concern over her bowels. The voiceover confirms that
once you discover Imodium Plus you can take it just once and be free
from diahorrhea all day.
The ad follows on from last year's spot featuring a woman dashing behind
a tree during a walk in the park. On that occasion she was revealed to
be returning a football to a group of children.
Both ads have the feel of panty-liner work, stressing the ability to get
on with normal life in confidence.
Team Saatchi took over the account from the main agency six months
"This commercial dramatises the benefits of Imodium Plus in restoring
control and normality," Sam Holt, Team Saatchi's account director on the
The ad will run across ITV and Sky for one month. The spot was written
by Jenny Lewis and art directed by Mike Middleton. Christopher Watson
directed through Vermilion Films. Media planning and buying is through
Manning Gottlieb Media.