My YouTube ad of the week: Sue Unerman, MediaCom

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Sue Unerman reviews Pepto-Bismol

Sue Unerman, chief strategy officer, MediaCom

Why I like this

Indigestion remedies are notoriously a low-interest category. The only time you’re interested in them is when you have the symptoms that they relieve. So you need an always-on media strategy that focuses on media channels that go along with over-eating or hangover-nurturing. Traditionally, this has obviously been TV. But what better channel for hangovers and junk food than YouTube? Where, of course, creatively you have to be playful and interactive.

Wish I’d thought of

Pinatas are inherently funny and, shall we say, under-used in commercial executions. Pepto-Bismol’s creative team have given them their moment. You can watch them being smashed over and over again in a number of different ways. You choose your pinata, you choose the filling (yuk) and you choose the smasher. I think that the attraction is something to do with the innocence of the outside(the cute pinata) and the aggression of the smasher. This execution relieves latent deeply buried atavistic instincts of destruction. This relief of tension perfectly mirrors the pain solution that the brand offers.

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Credits

Brand

Pepto-Bismol.

Task

Capitalise on people’s over-indulgence during holidays and festive seasons.

Execution

Pepto-Bismol honoured the Cinco de Mayo holiday by creating the “piñata smash”. Users could create a custom video experience by selecting one of four piñatas, one of three food fillings and, finally, a “smasher” in order to obliterate their creation. There are 19 different ways to smash that fiesta over-indulgence.

Credit

Publicis, New York.

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