Our goal was to reach people suffering from the symptoms of chronic constipation and get them talking about their condition and about AMTIZA. But how do you talk about such a private subject in a meaningful, tactful, and engaging way?

Constipation is a silent struggle. It’s embarrassing for patients to talk about even with their doctor. As a result, constipation is an isolating condition, in which no one truly understands the discomfort and in fact can often minimize it. The balloons spot was designed to relate to patients and legitimize the discomfort associated with constipation by offering a prescription solution that many are unaware exists.

The result is “Balloons,” a 60-second TV commercial that uses balloon imagery to depict one woman’s journey from pain and frustration to discovery and relief. Through a combination of live action and CG, our hero seamlessly creates one balloon image after another, each representing a different part of her story. As we move through the spot, subtle nuances add to the richness and light-hearted tone – fun transitions from one balloon to the next, a butterfly seeming to come to life, a dog happily wagging its tail.