We created a number two - sequel - to our original film which features Nugget and Gutsy as the perfect stool mates. We created a new character Gutsy, with whom Nugget mistakenly believes Meta is having an affair. In a uniquely Australia way (we love poo jokes) we saw Nugget get jealous of the attention Meta gives to gutsy (the guts). He thinks that he is losing Meta to Gutsy, but the episode resolves when she reminds him that it is they who are the perfect stool mates - but she can also train gutsy (the guts) at the same time. Through clever writing and lots of poo jokes we are able to talk about quite dry health content in an entertaining cut through way.

We went all out to hype the humour from a writing and set production point of view. Everything is ridiculous and unexpected. From the toilet tryke to Gutsy's home, to a reappearnce of a do-nut barmaid serving at the bar, everything was over the top. Even the mode of action - which features metamucil and a whiteboard was not the expected P&G execution.

We made the film extremely visual to encourage people to click and watch. We incorporated a spoof ad in the middle that mirrors brad pit channel commercial. We created scenes with sexual innuendo. We seeded ridiculous props throughout the whole film.

We placed on Youtube and Facebook. We had four celebrities who we seeded with. We also had a content manager who was there to feed the comedy and keep the poo jokes coming.

We got over 1 million views in less than 36 hours and 5 million in a week. The average view rate is more than 2 minutes. At just 2 weeks we gained 7,286,516 minutes total watch time in AU or almost...14 years spent with the Metamucil ad.

From first round we had these results.

· Total Metamucil sales in the past quarter have increased +136%.

· . In the latest quarter results, all 10 of our tracked equities have continued to grow very strongly. Most notably, the campaign has helped us to grow “helps to promote digestive health” by 160%, “is a natural product” by 149% and “helps with constipation” by 142%.