Immodium: Summer Potty Humor

We just love the idea of an anti-diarrhea product scoffing at the chance that there'll be any hot teddy-quality hanky-panky on your vacation. Not only that, the Tolstoy you're lugging around to look impressive? Ha! You can sit on it when you're not o

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We just love the idea of an anti-diarrhea product scoffing at the chance that there'll be any hot teddy-quality hanky-panky on your vacation. Not only that, the Tolstoy you're lugging around to look impressive? Ha! You can sit on it when you're not on the toilet! But McNeil-PPC's Imodium is no stranger to humor, notes writer Rich Pels at Lowe spinoff Alchemy. "In recent years, the client has agreed that a good way to show empathy to sufferers is to give them something to smile about," he says. "Which is great news for us." This particular campaign, he explains, is an "opportunistic summer traveler reminder," not a replacement for the ongoing work that asks the hilarious question, "Where will you be the next time diarrhea strikes?" So there are, sadly, only two summer ads. As for the strategy, "the client suggested we look at the Imodium website [www.imodium.com] for specifics we could use," which led to the hard-nosed Montezuma's Revenge stat, found in a study cited on a linked medical site. "So we found an interesting way to use it without hitting people over the head."
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About

Credits
Date
Aug 26, 2004
Client:
Immodium
Creative Director:
Amy Sacks
Copywriter:
Richard Pels
Art Director:
Drew Baldwin
Photographer:
John Mano
Agency:
Alchemy New York
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