As the Mylanta campaign shows, heartburn can often feel like hell. If it is bad for the food, just imagine how it is for the person experiencing it. The ad campaign stirs up sympathetic thoughts for both even though it depicts the food as the victim. For those who think about the well-being of others over their own, the Mylanta campaign should strike a cord and make them take measures to avoid sending their food to hell.
The Mylanta campaign was created by Kepel&Mata, an ad agency based in Argentina. With art directed by Juan Ignacio Etchanique, the ad campaign dramatically illustrates the relief this medicine can provide to stomachs around the world. The Mylanta campaign was illustrated by Emiliano Pereyra with copy by Federico Wilhelm.