In our first campaign for MiraLAX, “Gutlightenment”, we set out to modernize the brand and break through the category to reposition it in a broader physical and emotional context. With innovative vocabulary calling out how constipation can lead to a bad mood, the spot “Crankypated” talks about an embarrassing topic in a refreshingly playful and relatable way. It’s the first step in humanizing the problem of constipation, showing a character that is cool and interesting but also reflects how people truly feel when they deal with a backed-up gut.