Fiber One asked Michael Bolton to dedicate an anthem of hope to America and its gestating food babies.

A ballad to a bowel movement, if you will.

Our film follows a young couple as a man appears to struggle with pregnancy. The ad is set to an original ballad created for the film called ‘I Just Can’t Wait To Meet You’, sung by Michael Bolton. When the ‘pregnancy’ is revealed to be a digestive problem, our message appears; ‘If you’re irregular, get more fiber. Get Fiber One’.

The film launched online and on TV, went viral with more than 40 million combined views and 700k shares on Facebook alone. Most importantly, we got people talking about the unspeakable, and Fiber One brand perception increased 20%.