Miralax’s ‘The Gut Gap’ campaign reunites ‘Broad City’ duo Abbi Jacobson, Ilana Glazer

A recent survey by Miralax finds that women tend to be more than twice as likely as men to suffer from constipation and that stress is a leading factor. So to bring light to this issue, the brand is launching “The Gut Gap” campaign.

As a way to bring humor to the situation, Miralax has reunited comedic duo Abbi Jacobson and Ilana Glazer to draw awareness of “The Gut Gap” and help women lighten their loads through laughter, the brand shared. 

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“Constipation is no laughing matter, but our approach to exposing The Gut Gap and the reality of how stress leaves women feeling metaphorically and physically backed up is bound to evoke a few laughs,” said Dana Valentino, marketing director, digestive health, Bayer Consumer Health. “With our new campaign featuring Abbi and Ilana at the helm, we’re hoping to engage women in a national conversation about the root causes of constipation and offer some much-needed comedic relief.” 

The campaign will include multiple touchpoints across digital, social and broadcast, with all content co-written and co-created by Jacobson and Glazer. 

“Poop is an important tenet of one's comedic voice, and Abbi and I have written, acted in, directed and produced (no pun intended) many storylines and scenes on the topic,” said Glazer, stand-up comedian, producer, writer and actor. “When MiraLAX approached us to connect our special gift to the conversation around women's stress, we knew we could get the job done.” 

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“While stress and constipation can be a heavy issue, we hope by bringing some laughter and levity, we’ll also help to lighten the mental loads women carry,” said Jacobson, director, writer, producer and actress. “Reuniting with Ilana to write and film the campaign ads has certainly brought lots of laughter to us, and we hope they resonate with women everywhere and ultimately help spark a movement, pun intended.”