Ducolax: Rats

dulcolaxrats

It works.

So, so foul.

Good idea. Gets the message across. But just totally, totally foul.

You know when people talk about a bad smell and you can almost smell it as they speak? It is like your imagination conjours up the reality of what it is processing and makes you think it is real. There is a fetid, dank, and retchid smell in my imagination right now, and I am trying to pretend is isn’t.

This ad is, well, lets just say extremely effective at displaying the impact of a recently evacuated bowel on the community of rats living below.

A person with constipation might very well find themselves at such a point of insanity that the thought of their shit making even a bunch of rats retch doesn’t even make them flinch. In fact, I imagine there are probably people with severe constipation that would give money to have their shit evactuate their body with such force and stink that rats would flee.

However, for the average viewer of this ad, it is funny for a second, and then the gross just takes over, until a few minutes later you can look at all the individual rats and find it funny again (I especially like the little guy with the sign and bell atop the hydrant).

So, while I am grossed out and also a little annoyed that my senses tried to recreate the smells portrayed in this ad, I have to say that for all it sets out to do, it does it well.

Advertising Agency: Cbgrey Paris France
Executive Creative Director: Andrea Stillacci
Creative Directors: Giovanni Settesoldi, Luissandro Del Gobbo
Art Director: Giovanni Settesoldi
Copywriter: Luissandro Del Gobbo
3D: Baptiste Massé, Mécanique Générale