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Category
Use of Humor
Annual ID
OS25_RA037M
Background
In a world where discussing constipation is often met with awkwardness, and all laxative ads sound the same, it becomes difficult to stand out. Macrogol HEXAL plus Elektrolyte embraced the challenge with a refreshing approach. Through immersive audio narratives, the campaign chose to mimic nature documentaries to guide listeners through newer euphemisms found in the wild and land the claim of smooth laxative relief. This unconventional route provided a fresh impulse for the brand and the laxative product, moving beyond mere entertainment to leave a lasting influence on consumers.
Creative Idea
Constipation is a more commonly faced problem than people think. But talking about it openly is usually faced with disgust or shame. To navigate this exact challenge as a laxative brand, the Macrogol HEXAL plus Elektrolyte campaign leverages the strength of audio to engage with listeners via a memorable British voice from nature documentaries. With immersive soundscapes and episodes that describe seemingly natural events, each story highlights smoothness, the product benefit, to leave the listeners with a twinkle in their eyes.
Insights & Strategy
The humour in this work revolves around the idea of using light-hearted, nature-inspired euphemisms to talk about a topic that is typically met with discomfort or reluctance: constipation. By narrating stories that end with a surprisingly smooth ending, each spot drives the product benefit of smooth laxative relief, in a new manner. This approach not only disarms discomfort but also engages listeners with a memorable nature documentary voice and leaves them with a twinkle in their eyes.
Execution
The casting process played a crucial role in bringing this campaign to life. While writing the radio spots, there was always an old British voice in our head narrating the stories. The voice had to be a masterful storyteller with the cadence, tone, speed of delivery combined with the knowledge, respect and wonder of the natural world. It doesn’t just convey information, but pulls listeners into the story, making it immersive and unforgettable. We sought out a voice talent capable of embodying this warmth and authority while maintaining a subtle sense of humour. After an extensive search, we found the perfect voice artist living exactly where one might imagine - Yorkshire. The voice artist not only lent credibility to the nature-inspired euphemisms but also brought in wit to land the effectiveness of the laxative campaign.
Results
The humorous take from the radio spots went against the stigma around constipation and created conversations around it, enhancing the brand perception as witty and solution-focused, in a fresh yet memorable way.
2025 Awards
Total Points: 3
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
Serviceplan Belgium
Media Agency
Mediaplus Group
Post Production Company
German Wahnsinn
Art Director
Marc Thomasset
Chief Creative Officer
Till Diestel
Maximilian Florian Schöngen
Copywriter
Nathalie Strybos
Creative Director
Matthias Jester-Pfadt
Global Chief Creative Officer
Alexander Schill
Casting
Simon Grund
Creative Intern
Rag Brahmbhatt
Nidhi Shah
Creative Operations Manager
Susan Horn
Director Creative Media & Awards
Sabrina Duchow
Global Head of Art
Michael Wilk
Global Head of Creative Operations
Sabine Gwinner
Managing Partner
Mike Rogers
Recording Studio
German Wahnsinn
Senior Client Consultant Media
Lukas Pachoinig
Senior Creative Operations Manager
Martina Ahrens
Sound Design / Music Company
German Wahnsinn
Sound engineer
Philipp Feit
Studio Manager
Rabea Debus
Voice-Over Artist
Guy Harris
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