Bums the word as Anusol makes TV ad debut with MSQ

Church & Dwight brand Anusol is launching its first ever TV ad in the UK under the strapline “Bums the word” in an effort challenge the taboo that surrounds piles in a light-hearted yet informative way, aiming to make the brand an “expert voice” in the treatment “Farmer Giles”.
MSQ Partners picked up the brief earlier this year, when it was appointed to handle a raft of Church & Dwight brands – including Arm & Hammer, Pearl Drops, Femfresh and Anusol – in what was claimed to be the first review of the group’s marketing account for 18 years.
While the brand has long advertised its treatment in international markets, it is the first time it will appear on British TV screens.
Driven by the insight that people are often too awkward to directly talk about piles, The Gate took a euphemistic approach to the creative execution.
Using fruit, veg and other objects that look like bottoms has enabled agency to talk openly and honestly about a sensitive subject without being crude or scary.
The spot will air on premium channels including ITV, Channel 4, Sky One, Sky Atlantic, E4, and Film 4, as well as video on-demand, aiming to reach the half of the UK population that will suffer from piles at some point in their lives. Wavemaker UK is handling the media planning and buying for the campaign.
Church & Dwight marketing manager Ewa Karmowska said: “We are thrilled with the end result. The main objective of the brief was to establish Anusol as the UK’s No.1 piles treatment brand and expert in piles advice. For this we wanted to educate first sufferers about the need and product to manage their conditions and relief pain. We think the ad conveys this message very effectively.”
Gate London creative director Beri Cheetham added: “We wanted a film that defies the category conventions of ‘pharmaceutical-expert-holding-product-looking-empathetic-while-talking-direct-to-camera’. What we have is something easy on the eye whilst being disruptive and engaging.”