Saatchi & Saatchi is getting awfully regular at crafting goofy, effective spots for Fiber One.
Following its pregnant man and rubber biscuit ads from last year, the New York agency has squeezed out another winner. In the loopy 40-second ad below, we learn why "Being Irregular Is the Worst."
Opening on a funeral scene, the voiceover begins, "Yeah, we know that feeling. You're so bloated, you've started wearing sweatpants … everywhere," as the camera pulls back to reveal a bearded middle-aged mourner wearing baggy pink sweats with "Hot" emblazoned across the derrière.
Next we're told, "When it finally happens, it's always the worst possible time," and we meet a bride in the stall of a hotel toilet. (She's mortified, because her mother-in-law and other guests are hovering just outside.) Later, we score some workplace-bathroom humor when a cube-drone emerges after 47 years of … effort.
The spot's tone is sitcom-silly enough to grab our attention and amuse, while persuasively delivering Fiber One's craptastic brand proposition. And we mean that in a good way.