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Who Knew a Bloody Backside Could Look So Cute?

Cheil Beijing launches animated 'Butty & Belly' characters to promote Gangtai’s new anti-haemorrhoid patch

Who Knew a Bloody Backside Could Look So Cute?

A cute animated backside and an animated belly character, called Butty & Belly respectively, feature in a campaign to promote the Gangtai’s new anti-haemorrhoid patch.

The launch campaign, created by Cheil Worldwide Beijing, consists of three films where Belly comes to the rescue of Butty, who is in danger of suffering from the painful condition. It is designed to dispel the embarrassment associated with haemorrhoids by approaching it in an accessible and humorous way.

‘All about Ass’ sees Butty suffering from a troublesome external haemorrhoid; ‘Hero of Hotpot’ sees Butty threatened from an excess intake of hot and spicy food; while ‘Bloody Rebirth’ demonstrates Butty suffering from bleeding internal haemorrhoids.

In each case Belly applies one of the Gangtai external patches, which are simple to use and stick to the stomach area, to alleviate and soothe the conditions.

The films will run on TV and online, including on, and

Creative Agency

Creative Agency: Cheil Beijing

Creative Director: Jacky Lung, Dechun Qiu

Copywriter: Yanting Lin, Vickie Wang

Art Director: Junli Hu

Account Director: Sofia Liu President

Production Company

Production Company: TaiPingShengShi

Producer: Leo Lee

Post Production / VFX

Post Production Company: EALLIN


Sound Design: EALLIN

Category: Medicine and remedies , Pharmacy