Gaviscon targets 20-somethings in a bid to quash heartburn among fast-food fans.
The spots feature the brand’s "night lab", an '80s-inspired scientific hub on a mission to counteract the top causes of heartburn. After testing out a series of impractical solutions, including chippy-flavoured frozen yoghurt, a Willy Wonka-esque jawbreaker and adhesive fast-food patches (which, to be honest, sound like a brilliant idea), the lab discovers that the simplest solution is Gaviscon’s Double Action tablets.
Gaviscon has also created a microsite featuring recipes, as well as a competition where customers can win a Night Labs Test Kit, including takeaway vouchers, a wiggly straw, a tiny knife and fork (to slow down the pace of eating, obviously) and vouchers for the tablets.
This is the latest instalment in Gaviscon’s "Go on" campaign, which saw the brand serve pH-neutral street food to millenials in order to reduce heartburn and indigestion. The work was written by Elliott White, art directed by Wil Maxey and directed by Nick Collett through Salt TV.