Prunelax was a newly licensed product in Australia - it was a brand that had low awareness and its new owners, Actor Pharma, wanted to change that. In Australia, pharma communications are tightly regulated by the Therapeutic Goods Association (TGA). The pharma advertising made here is notably conservative, clean, safe and highly-sanitised. Pharmaceutical brands exist in a sea of sameness. As a result, almost all Australian pharma campaigns are boring and forgettable. With our client Actor Pharma, we saw an opportunity to bring some cinema into the category - and rewrite the rulebook for the sector. In the wake of the pandemic, Australia has been in a state of apathy - a rarity for a country known for its unwavering, irreverent sense of humour. In this dark time, Australians sought out whatever relief they could find; like alcohol and more streaming services. So with Australians seeking the potent & cleansing power of relief - we brought the feeling to them in an arresting way.