Gui Ling Yuan Fang Tea: Collection Of Poophemisims

Credits & Description:

Title: Collection Of Poophemisims
Agency: Y&R South Africa
Brand: Gui Ling Yuan Fang
Country: South Africa
Entrant Company: Y&R South Africa, Cape Town
Advertising Agency: Y&R South Africa, Cape Town
Additional Company: Y&R, Hong Kong
Creative Director: Nkanyezi Masango (Y&R South Africa)
Copywriter: Beatrice Willougby (Y&R South Africa)
Chief Creative Officer: Graham Lang (Y&R South Africa)
Copywriter: Graham Krige (Y&R South Africa)
Entry Summary:
“Poophemisms” are a play on euphemisms, which use mild or roundabout expressions to refer to something considered too unpleasant or embarrassing to mention directly.
Synopsis:
Constipation is embarrassing, no one wants to refer to it directly, and yet it is a common ailment many suffer from. How can Gui Ling Yuan Fang Herbal Tea, which specialises in products that relieve occasional constipation, make the topic less awkward?Enter Poophemisms. A series of humorous, whimsical phrases that refer to the problem of constipation in an indirect, tongue-in-cheek way – thereby making light of an awkward topic. Each radio spot features a well-spoken, elderly gent reading out a series of ‘poophemisms’ which humorously indirectly refer to constipation, thereby making light of a normally awkward topic.