Everyday Stress Is Just as Good as Milk of Magnesia

'Shituations,' is the new campaign from TBWA Perú for Phillips Milk of Magnesia. The fun campaign captures those moments that are as effective as the world’s most famous laxative.

“Imagine arriving at the airport just 10 minutes before your flight. You head to the counter, open your backpack to grab your passport, and suddenly - it’s not there! You start searching through your things, but it’s nowhere to be found. You take a deep breath, try to stay calm, and as the announcement comes that your flight is about to board, you feel your stomach start to churn. Well, that’s a shituation,” say Fer Zagales and Juan Mesz, executive creative directors at TBWA Perú.

According to several medical studies, when we’re stressed, the brain produces cortisol, which in turn has a laxative effect on our digestive system. This discovery served as the foundation for TBWA Perú to create a campaign that shows those situations that cause our bowels to move, as effectively as Phillips Milk of Magnesia does.

“In an industry where most products opt for more direct messaging, the agency took a different approach by using these situations to show Phillips Milk of Magnesia’s effectiveness like never before,” said Guillermo Arboleda, corporate marketing director.

The campaign has been widely embraced by the public, appearing across social media, print ads, and OOH platforms.