Is Madison Avenue becoming less shit-so-phrenic?

In an effort to cater to lactose-intolerant bodybuilders, the manufacturer of Iso-Pure lactose-free protein supplements has decided to visually depict the consequences of the condition [1] in its advertising. I checked out the ploy -- the work of advertisers McCaffery, Ratner, Gottlieb & Lane, NY -- in Muscle And Fitness. The black-and-white shot peeks under the stall at a pair of beefy legs with shorts puddled around the ankles and a roll of toilet paper nearby.

Would this approach have been seriously considered five or ten years ago? Probably not. But the willingness to feature a shot on the pot may have les the do with a Shameless breakthrough than with the frankness with which medical conditions are being discussed these days. Remedies for both constipation and diarrhea are commonly depicted on television, although I've yet to see advertisers going for 'pot shots' on the subject. Lactose intolerance regularly produces episodes of diarrhea in its sufferers, often placing them in compromising positions exactly like this scene depicts

It's a good bet people who suffer from lactose intolerance will not find such advertising offensive, even if the general public might, because of their desire to stabilize their bowels during daily life. Perhaps the manufacturers of Iso-Pure are way ahead of the curve on this one, refusing to let such fussy notions as "too much information" or "what's private is private" and "do we really need to see and hear about this" get in their way.

Have any of you seen examples of frank depictions of the bathroom in any other recent advertising?