This campaign dreams up ridiculous 'innovations' to cure millennials' indigestion
Fun ads by Gaviscon highlight that there's an easier way to tackle heartburn
Sep 16, 2019
A new U.K. campaign by Reckitt-Benckiser-owned indigestion remedy Gaviscon has fun with the idea of over-the-top scientific innovations designed to cure your heartburn.
Comedic ads by Havas London introduce us to the scientists at "Night Lab" who have come up with ideas such as fast-food patches, takeout-flavored frozen yogurt, "kebab grannies" who will spoon-feed you to slow down your eating and the "mealstopper," which will take you six hours to eat. The point is to remind the audience that Gaviscon is a far easier solution, and also tastes good.
The campaign targets millennials and people in their twenties, whose fast-paced lives of work and socializing are giving them heartburn but who rarely acknowledge the problem. It's part of the brand's "Go On" platform that has also included late-night food trucks and ph-neutral street food.