Metamucil campaigns for the turd we deserve in newly launched work via McCann Health, Sydney


McCann Health and Truce Films have collaborated to come up with their third instalment for Metamucil with client Proctor & Gamble.


Tapping into the current political climate, and the last ten years of leadership dumping, brand hero Nugget, stool mate Ms Metamucil and side kick Gutsy are sick of the same old crap and think Australia deserves a better one. They start a movement to give people ‘the turd they deserve’.

Says Hugh Fitzhardinge, executive creative director, McCann Health Australia: “I don’t think anyone can argue there’s been disenchantment with the turnover of leaders in recent years. With the federal election two weeks away what better time to release the ‘turd we deserve’. Whilst we can debate politics ad nauseam there’s one thing we can all agree on. The power of a good dump which Metamucil delivers on.”

Says Louise McCallum, assistant brand manager, P&G: “Rather than continuing the ‘Metamucil Romance’, taking a topical approach brings the story of Ms Metamucil, Nugget and Gutsy to a whole new level. Humour and boldness has worked exceptionally well to communicate to Aussies the important topic of staying regular and supporting a healthy gut.”

Says Akhilesh Negi, associate brand director APAC, P&G: “This new evolution keeps the campaign fresh and it’s exciting to break conventions with a humorous and topical piece of content. This is the third year of the campaign and with every new episode, we’ve managed to keep our consumers entertained while delivering the key brand message of regularity and gut health.”

P&G has invested in a fully integrated amplification plan including social video distribution, celebrity seeding, media partnerships and amplification across Metamucil social media channels. Starcom and Herd MSL are driving views through multi-platform video seeding to reach audiences across YouTube, Facebook and Twitter.

Agency: McCann Health
Executive Creative Director: Hugh Fitzhardinge
Associate Creative Director: Kate Chisnall
Senior Writer: Vanessa Reynolds
Head of Account Service: Elizabeth Ritchie
Account Director: Emma Wholley
Account Executive: Zoe Luckhurst-Lane

Production Company: Truce Films
Director: Nicholas Clifford
Producers: Michael Ciccone, Jim Wright
Production Manager: Virginia Kay
Director of Photography: Charlie Sarroff
Offline Editor: Luca Cappelli
Online Editor/Colourist: Chris Reynolds, Retrobox
Post Sound: Ryan Granger, Dead On Sound

Client: P&G
Akihilesh Negi, Associate Brand Director, Personal Health Care, APAC
Louise McCallum, Assistant Brand Manager, Personal Health Care, ANZ

Metamucil campaigns for the turd we deserve in newly launched work via McCann Health, Sydney