The Phillips Milk of Magnesia Campaign Upends Common Eruption Scenes

 - May 4, 2012
References: ogilvy & ibelieveinadv
The Phillips Milk of Magnesia ad campaign relies on an explosively graphic analogy to illustrate the effects this laxative has when taken. From rocket launches to erupting volcanoes, it is particularly entertaining to see these classic scenes upended to better represent the relieving experience that (hopefully) takes place in restrooms. Highly effective, people will feel like something just exploded out of them.

Conceived and executed by Venezuela-based ad agency Ogilvy & Mather Andina, the Phillips Milk of Magnesia ad campaign was art directed by Julio Villegas with creative direction by Gorka Etxevarrieta and copy writing by Diego Urdaneta. A simple idea with hilarious implications, the print ads bring to life a common sentiment shared by people who have experienced these situations.