‘Vote for the turd we deserve.’ Metamucil launches election inspired ad

Metamucil has launched its third, election inspired, instalment in its campaign featuring Ms Meta Mucil, Nugget and Gutsy.

In the new short film by McCann Health and Truce Films, Nugget joins the election race for the ‘Gut and Nugget Alliance’, under the campaign slogan ‘The turd we deserve’.

The initial campaign from 2017 featured the blossoming love story between Nugget and Ms Meta Mucil. In the second film Nugget becomes jealous Meta Mucil’s relationship with Gutsy as she trains the ‘crap’ out of him.

The trio come together in the latest film to get Nugget elected, against his campaign rivals the ‘Hold on Australia’ party – who bear the slogan: ‘We won’t budge’.

In the end, a triumphant Nugget claims the ‘one seat all Australians deserve’, in a polling booth that resembles a bathroom.

Hugh Fitzhardinge, executive creative director, McCann Health Australia said in a statement: “I don’t think anyone can argue there’s been disenchantment with the turnover of leaders in recent years.

“With the federal election two weeks away what better time to release the ‘turd we deserve’. Whilst we can debate politics ad nauseam there’s one thing we can all agree on. The power of a good dump which Metamucil delivers on.”

Louise McCallum, assistant brand manager, P&G said: “Rather than continuing the ‘Metamucil Romance’, taking a topical approach brings the story of Ms Metamucil, Nugget and Gutsy to a whole new level.

Nugget’s campaign poster

“Humour and boldness has worked exceptionally well to communicate to Aussies the important topic of staying regular and supporting a healthy gut.”

Akhilesh Negi, associate brand director APAC, P&G stated: “This new evolution keeps the campaign fresh and it’s exciting to break conventions with a humorous and topical piece of content. This is the third year of the campaign and with every new episode, we’ve managed to keep our consumers entertained while delivering the key brand message of regularity and gut health.”

The campaign will be executed across social video distribution, celebrity seeding, media partnerships and the brand’s social media platforms.

Agency: McCann Health
Executive Creative Director: Hugh Fitzhardinge
Associate Creative Director: Kate Chisnall
Senior Writer: Vanessa Reynolds
Head of Account Service: Elizabeth Ritchie
Account Director: Emma Wholley
Account Executive: Zoe Luckhurst-Lane

Production Company: Truce Films
Director: Nicholas Clifford
Producers: Michael Ciccone, Jim Wright
Production Manager: Virginia Kay
Director of Photography: Charlie Sarroff
Offline Editor: Luca Cappelli
Online Editor/Colourist: Chris Reynolds, Retrobox
Post Sound: Ryan Granger, Dead On Sound

Client: P&G
Akihilesh Negi, Associate Brand Director, Personal
Health Care, APAC
Louise McCallum, Assistant Brand Manager, Personal
Health Care, ANZ

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