Constipation is not a laughing matter, and not a case people enjoy talking or communicating about as it’s perceived to be deeply personal and embarrassing. We had to find a way to bring up the subject of constipation and laxatives in a graceful subtle way.
Bunged up? There's a remedy for that.
Waiting and anticipation are the keywords here. A stagnant build up with relief at the end.
Use a metaphor and transpose the waiting, anticipation and relief that constipated people experience to a less “taboo” scene, people waiting on a diving board before jumping into the water.
Online the ad made it to various reputable publications in the industries as it was also picked up by various humorous and meme pages.