Fybogel, the Reckitt-owned high-fibre laxative brand, has launched its first TV advertising campaign and introduced a new tagline: Find Your Groove. Devised by creative agency Havas London, the lively new campaign spans TV, print, digital and out-of-home, and runs for the next five months. It is based around the uncomfortable truth that constipation can feel like a constant, debilitating, never-ending presence – rendering sufferers sluggish and tired, breaking their rhythm and preventing them from enjoying their lives to the full.
Philosophy
Fybogel, the Reckitt-owned high-fibre laxative brand, has launched its first TV advertising campaign and introduced a new tagline: Find Your Groove. The lively new campaign spans TV, print, digital and out-of-home, and runs for the next five months. It is based around the uncomfortable truth that constipation can feel like a constant, debilitating, never-ending presence – rendering sufferers sluggish and tired, breaking their rhythm and preventing them from enjoying their lives to the full.
Problem
Find Your Groove follows a fifty-something woman as she goes about her busy, and auspiciously constipation-free, life. It takes everyday sounds – including an early morning yoga session, walking the dog, bowling with the kids, cooking dinner, taking salsa lessons and a firework display – and fuses them together one-by-one into a catchy and high-tempo rhythm that puts the sound design front and centre. Avoiding the kind of lazy, offensive tropes often used to depict older age, the spot showcases later life as it really is, celebrating an active older woman full of zest and, thanks to Fybogel, very much in her groove. It highlights the fact that Fybogel contains natural fibre which works with your body to relieve constipation and maintain regularity – facilitating a life that keeps moving.