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Preparation H®

TACKLING Embarrassment

In an effort to appeal to “insecure cleansers”—a new target that doesn’t want to admit to having hemorrhoids and often treats butt discomfort with products that irritate—Preparation H needed to create content that was as approachable as it was informative. So, in the same way an itchy butt can pop up throughout the day, we had Prep H’s “Rear-End Front Man,” John Rump, do the same by butting-in mid video to educate and entertain. The digital content was an extension of the overall campaign, with Rump also starring in the TVC. 

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