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

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.

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

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