# Inferno-Inspired Heartburn Ads The Mylanta Campaign Promotes Providing Heavenly Relief By Meghan Young | Published 2012-03-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mylanta-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/03/mylanta-steak-donut-broccoli/) & [kepelymata](http://www.kepelymata.com) As the Mylanta campaign shows, [heartburn can often feel like hell](https://www.trendhunter.com/trends/heartburn-relief-kit). 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](https://www.trendhunter.com/trends/strawberry-milkshake-onthego) to stomachs around the world. The Mylanta campaign was illustrated by Emiliano Pereyra with copy by Federico Wilhelm. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 49% | Activity: 27% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Heartburn Relief Ads:** Opportunity for creating innovative and empathetic advertising campaigns that highlight the relief provided by heartburn medications. - **Sympathetic Storytelling:** Opportunity to use storytelling techniques that evoke empathy and resonate with the audience's emotions. - **Health Awareness:** Opportunity for promoting awareness about the importance of digestive health and ways to prevent heartburn. ### Where This Applies - **Advertising:** Opportunity for ad agencies to create impactful campaigns that connect with consumers on an emotional level. - **Pharmaceuticals:** Opportunity for pharmaceutical companies to develop and promote innovative heartburn medications and treatment options. - **Wellness and Digestive Health:** Opportunity for companies in the wellness and digestive health industry to create products and services that help prevent and treat heartburn. ## Related on Trend Hunter - [Cinematic Condiment Campaigns](https://www.trendhunter.com/trends/national-advertising-campaign.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Tropical Free-From Antacids](https://www.trendhunter.com/trends/wonderbelly-tropical-fruit.md) - [Heartburn Tracker Apps](https://www.trendhunter.com/trends/wonderbelly-app.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Critical Spicy Snack Campaigns](https://www.trendhunter.com/trends/flamin-hot-campaign.md) - [Empowering Self-Care Pizza Ads](https://www.trendhunter.com/trends/food-women-selfcare-pizza.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Versatile Hot Honey Campaigns](https://www.trendhunter.com/trends/hot-honeys.md)