Metamucil follows a love story between Nugget + Miss Metamucil in new video via McCann Health

The love story that had Australia on the edge of its porcelain seat in 2017 has hit the skids. The sequel to the hugely popular first instalment about a poo meeting his stool-mate, created by leading digestive wellness brand Metamucil and creative agency McCann Health, is already making a splash online.

Dropped yesterday, the three-minute digital film has already been viewed more than 650,000 times in less than 24 hours and is on track to hit one million views today.

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A host of celebrities, including Danny Green, Beau Ryan, Michael Clarke and Tiffany Scanlon, are getting involved in the toilet talk online, helping to decrease the taboo around poo. Working with partner agencies, P&G has invested in a fully integrated amplification plan including media, celebrity seeding, public relations and amplification across Metamucil social media channels and free-to-air TV.

In the new episode, a brown-nosing third character plops onto the scene, leaving Miss Metamucil and Nugget’s once-smooth relationship in sloppy state. But who gets dumped in this messy love triangle?

The video shines a spotlight on the brand’s key benefits of staying regular and supporting a healthy gut, and reinforces Metamucil’s poo-sition as Australia’s number one fibre supplement.

McCann Health was once again tasked with using humour to say the unsayable.

Says Kate Chisnall, associate creative director, McCann Health: “Despite bowel health and constipation being a sometimes delicate topic, who doesn’t love a good poo joke? After the success of episode one, we were excited to get the opportunity to work with P&G and push the creative into an even funnier episode.”

Says Andrew Crowe, brand manager, P&G Healthcare, ANZ: “As a brand, we are passionate about improving the health and wellness of our consumers and we’re so poo-roud to drop this number two. By using humour as a way to communicate the hugely important topic of gut health and staying regular, we hope this helps to break through some of the clutter. It can be a difficult conversation to have, but by saying the unsayable in an irreverent and uniquely Australian way, we’ve been able to get into hearts, minds and guts of consumers around the country.”

Agency: McCann Health

Media Agency: Mediacom