The irreverent campaign, made in partnership with director Armand de Saint-Salvy, Helium Film and Vandal launches with the first two spots of a five-part suite.

Five By Five’s ECD Craig Bailey said the campaign sets out to inform consumers that Prunelax is on another level for the relief of constipation. The ‘Relief’ spots were developed against a strategy hell-bent on driving awareness by cutting through the sanitised health category in a major pivot from traditional pharmaceutical advertising.

Says Bailey: “Taking a brief asking for a campaign that will ‘ruffle some feathers’ is always accepted with cautious optimism. In this case: brave client? Tick. Audacious strategy? Tick. Our mandate to create a campaign communicating that you don’t know true relief, until you’ve tried Prunelax, wilfully manifested into this unapologetically amusing work.

The campaign uses a bold cinematic style to disarm viewers and help Prunelax authentically own the feeling of relief. The first two spots to lead the charge – ‘Buried’ & ‘Casket’ – both strive to live up to the art of ‘the unexpected twist’.

Shot prior to Sydney’s current lockdown, the commercials are already headlining on various news platforms such as Campaign Brief, The Stable, B&T Magazine, Mumbrela, Ad News and Best Ads on TV.