First it was that cute little animated bladder desperately pulling at its owner, outside of a movie theater restroom, begging her for relief, in a commercial for Myrbetriq, a medication for overactive bladder syndrome. Now it's the Xifaxan "Gut Guy" just trying to enjoy life without the pain and uncertainty (read that as explosive diarrhea) of irritable bowel syndrome.

We see our adorable intestinal hero as he takes his seat at a football game (supposedly Super Bowl 50) only to have to jump up and sprint to the bathroom to avoid an embarrassing situation.

Gut Guy running
Screenshot courtesy David Greenwald via YouTube
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Please keep in mind I am absolutely not underestimating the unpleasantness, pain and mortification of irritable bowel or overactive bladder syndrome. I'm simply pondering the delivery system advertisers use to sell these drugs to doctors and their patients.

Anthropomorphizing animals, (Charmin bears, Kia hamsters), plants (Mr. Peanut, Silk Almond Milk almond guy), and objects (the Progressive "Box")  has been a standard advertising practice for as long as there have been products to sell. Advertising research discovered years ago that people react more positively to products imbued with human characteristics, than those without. But some of them are just weirder than others!

When the cute little pink package of intestines sits down to order a meal at a table in a restaurant, no one bats an eye, (but then no one takes his order, either!). When the hapless assemblage of intestines sits down for the football game, no one notices the little fella in the seat next to them. And I kid you not, if a small amalgamation of intestines sat in a seat next to me at a Skyforce game or a movie- -I would notice, I promise you!

I'm just wondering which body part advertisers will bring to life next. And, will it perhaps be a commercial for Viagra?


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