The British public are reserved and as such, haemorrhoids are hard to talk about. They’re taboo. People find the subject matter embarrassing, so they avoid talking about them.

Bum: is UK-slang for a bottom.

Balloon knot: is a visual representation of an anus.

Piles: is the commonly used UK word for haemorrhoids.

Miriam Margolyes, the voiceover artist, is a UK national treasure. Known for her straight-talking, unapologetically-direct, comedic acting performance.

Many people don’t actually recognise the signs of haemorrhoids, so ignore them. The film tackles the ambiguity head-on with a direct, educational approach about the signs of haemorrhoids, but does so in a tongue-in-cheek way.

The visuals throughout are euphemistic. We show footage of fruit, veg and other objects that look like bottoms. This allows us to talk about bums and haemorrhoids without being crude or scary, and also means we don’t get too metaphorical, avoiding the risk of our message getting lost in translation.

The resolve is our hero product shot - the simple, life-changing solution. On-screen supers use a friendly typeface - we are calming, not clinical.

The montage of visuals is accompanied by a friendly voiceover, read by Miriam Margolyes, to educate us about haemorrhoids in a down-to-earth way. The tone is refreshingly bright and positive – haemorrhoids are a common problem, easily remedied.