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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

humour.’

The four-week campaign breaks nationally this Friday and with

sparticular emphasis on the Central, Meridian, North and North-west TV

regions.