"Primp," breathes the commercial. "Coif. Gussy up... your insides. With Metamucil!"
Today we PoopReporters received a rousing endorsement of Metamucil from Oozy Doody. "The bottom of the bowl," he raved, "no longer had streaks of brown glue that had to be scrubbed." While I fully expected to see that declaration on a full-page ad in USAToday like Roger Ebert's stamp of approval ("Three inches in diameter!" --Mrs. Oozy Doozy, PoopReport.com),
it seems Madison Avenue had different plans. Metamucil and its ad agency Publicis recently launched a brand new slogan for everyone's favorite stool bulking agent: "Metamucil: Beautify your inside."
Huh? Unless it's beautiful to scrape the desiccated remnants of year-old fruitcake from the dank crannies of your colon, I'm not sure I follow. Is there some new standard of beauty in which blasting a baby's arm is the new cucumber facial?
According to Metamucil, it is indeed so. Constipation? Not mentioned. Regularity? Not mentioned. Whereas Motherload and Poonurse would both heartily recommend Metamucil to cure what ails you after finishing first place in the Great Oklahoma Cheese Wheel Eating Contest, Metamucil wants you to follow a convoluted logical path as illustrated in this commercial: take fiber supplement >> lower your cholesterol >> "make your heart look ooh la la" >> look as beautiful as all the women in our ad >> finally achieve a genuine sense of happiness and self-worth.
The Cliff's Notes version? "Hey ladies, big poop = you're so pretty!"
A number of critics accuse Metamucil and its parent company, Proctor & Gamble, of a further -- and much more devious -- leap of logic. "It looks like Procter & Gamble is targeting women who have eating disorders or are prone to them because they want to be thinner and prettier," says The Oregonian. Stay Free Magazine's Carrie McLaren agrees: "if P&G isn't targeting anorexics, bulimics, and other weight-obsessed women with this campaign, you can have my house."
I doubt the eating disorder demographic is big enough to justify retooling an entire brand. The truth is probably much simpler -- and much more depressing. After all, men will believe that girls will have sex with them because of the deodorant they wear or the gum that they chew. For women, it looks like pooping is so repressed that it has put Metamucil in category of products for which genuine, tangible, completely substantial and scientific benefits are less compelling than showing a pretty girl and saying the word "beauty".
So here's another reason to promote the normalization of America's attitudes towards bodily functions (OK, I'll say it -- by buying my book): a rational acceptance of our daily dirt will force Metamucil to back down from this unethical and completely untrue ad campaign and go back to being an indispensable tool for achieving the stool of the gods.