Ilana Glazer and Abbi Jacobson of ‘Broad City’ reunite for MiraLAX ad about ‘poop equality’

Energy BBDO campaign focuses on the ‘Gut Gap,’ where women are generally more stressed out and constipated than men

Published On
Jan 22, 2024
Ilana Glazer and Abbi Jacobson having brunch in the new MiraLAX ad

Editor's Pick

No, it’s not a new “Broad City” episode. But it’s the next best thing—a longform laxative ad.

Ilana Glazer and Abbi Jacobson reunite for a comic three-minute MiraLAX spot, in which they’re seen having brunch and discussing ... mostly poop. More specifically, why women tend to get constipated more often men—which here is termed the “Gut Gap.”

The insight came from research commissioned by the Bayer brand that found women to be more than twice as likely as men to be pooping less than three times a week. Stress may be a contributing factor, the brand suggests, with 85% of millennial women reporting routinely having stress on their minds.

 

Comedy, of course, is stress reducing, so Energy BBDO brought together Glazer and Jacobson—who have something of a history of developing poop-themed content. The pair wrote the MiraLAX themselves rather than working off an agency script.

“Poop is an important tenet of one’s comedic voice, and Abbi and I have written, acted in, directed and produced—no pun intended—many storylines and scenes on the topic,” said Glazer. “When MiraLAX approached us to connect our special gift to the conversation around women’s stress, we knew we could get the job done.”

“While stress and constipation can be a heavy issue, we hope by bringing some laughter and levity, we’ll also help to lighten the mental loads women carry,” said Jacobson. “Reuniting with Ilana to write and film the campaign ads has certainly brought lots of laughter to us, and we hope they resonate with women everywhere and ultimately help spark a movement—pun intended.” 

The campaign will live in digital, social and broadcast. 

Credits

Date
Jan 22, 2024
Client :
MiraLAX
Agency :
Energy BBDO
CCO :
Luiz Sanches
Chief Creative Officer :
Josh Gross
Executive Creative Director :
Andrea Siqueira
Creative Director/ Copywriter :
Monique Kaplan
Associate Creative Director / Art Director :
Abigail Chieppa
Copywriter :
Sarah Abrams
Art Director :
Talia Adler
Director of Creative Services :
Erin Welsh
Associate Design Director :
So A Ryu
Senior Designer :
Tess Barnes
Motion Designer :
Anna Gainer
President & CEO :
Jeff Adkins
Global Client Service Director :
Katie Clow
Client Service Director :
Kevin Bogusz
Senior Account Director :
Erin Hudec
Senior Account Executive :
Jasmin Silberman
Director of Project Management :
Caroline Helms
Chief Strategy Officer :
Larry Gies
Group Director Integrated Strategy :
Leah Gritton
Group Strategy Director :
Doug Malcolm
Strategy Director :
Elizabeth Brown
Strategist :
Montserrat Vasquez
Executive Producer :
Ali Watson
Director of Production Operations :
Stacie Smith
Approved by :
Patricia Corsi
Approved by :
Jeff Jarret
Approved by :
David Ball
Approved by :
Dana Valentino
Approved by :
Nicoletti Minuttillo
Production :
Biscuit Filmworks
Director :
Symone Baptiste
Partner/Managing Director :
Shawn Lacy
Executive Producer :
Jordana Freydberg
Producer :
Karen Wolfe

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Project Type