McCann Health and Truce Films have collaborated to come up with their third instalment for Metamucil with client Proctor & Gamble.

Tapping into the current political climate, and the last ten years of leadership dumping, brand hero Nugget, stool mate Ms Metamucil and side kick Gutsy are sick of the same old crap and think Australia deserves a better one.

They start a movement to give people ‘the turd they deserve’.

McCann Health Australia executive creative director, Hugh Fitzhardinge said: “I don’t think anyone can argue there’s been disenchantment with the turnover of leaders in recent years.

“With the federal election two weeks away what better time to release the ‘turd we deserve’.

“Whilst we can debate politics ad nauseam there’s one thing we can all agree on.

“The power of a good dump which Metamucil delivers on.”

P&G associate brand director APAC, Akhilesh Negi said: “This new evolution keeps the campaign fresh and it’s exciting to break conventions with a humorous and topical piece of content.

“This is the third year of the campaign and with every new episode, we’ve managed to keep our consumers entertained while delivering the key brand message of regularity and gut health.”

P&G has invested in a fully integrated amplification plan including social video distribution, celebrity seeding, media partnerships and amplification across Metamucil social media channels.

Starcom and Herd MSL are driving views through multi-platform video seeding to reach audiences across YouTube, Facebook and Twitter.

Campaign Credits:

Agency: McCann Health

Executive Creative Director: Hugh Fitzhardinge

Associate Creative Director: Kate Chisnall

Senior Writer: Vanessa Reynolds

Head of Account Service: Elizabeth Ritchie

Account Director: Emma Wholley

Account Executive: Zoe Luckhurst-Lane

Production Company: Truce Films

Director: Nicholas Clifford

Producers: Michael Ciccone, Jim Wright

Production Manager: Virginia Kay

Director of Photography: Charlie Sarroff

Offline Editor: Luca Cappelli

Online Editor/Colourist: Chris Reynolds, Retrobox

Post Sound: Ryan Granger, Dead On Sound

Client: P&G

Akihilesh Negi, Associate Brand Director, Personal Health Care, APAC

Louise McCallum, Assistant Brand Manager, Personal Health Care, ANZ