Preparation H is one of those brands that doesn't just lead the category; it is the category. Their problem was exactly what you'd imagine: while most people experience some kind of butt discomfort at some point, they're embarrassed to walk into a store and buy Prep H, or they think it's just for hemorrhoids, or they simply can't make peace with touching their own butthole. We posed what we felt was a very rational argument, and sales indicated that all those itchy a-holes out there were picking up what we were putting down.
We actually went to Keister, Minnesota to shoot the spot. The mayor and his wife were extras. It was quirky, charming, sad, and funny.