As Lisa Snowdon lovingly caresses a massive purple crystal, a caption reads “Lisa’s wellness trends for 2023”. She then goes on, in classic influencer style, to show that these gut wellness tips are candles that smell like her own diarrhoea, a bowel counsellor for the colon (who literally talks to her gut), and that the head-sized purple crystal is actually supposed to be placed up the bum for three to four months to align the bowel’s chakras.  

“I’ve got mine in now,” the model and TV presenter cheekily says to the camera with a faint smile and slight raise of the eyebrow. 

That’s before a sharp cut to Lisa revealing that these are obviously joke products created at the expense of ridiculous health fads that litter social media at this time of year. Instead, she says that if consumers “want to cut through the crap”, they can get real advice from science-backed gut-health brand Symprove. 

This cheeky digital campaign created by Lucky Generals’ Special Ops unit has been created to call bullshit on these fads by showing how preposterous they can be and ensure that IBS sufferers get a gut start to the year with Symprove, which offers products and advice that is backed by scientific evidence. Something they can stick to all year round. 

Christmas will have played havoc with a lot of people’s guts, but the New Year is a chance for them to start afresh and get their shit together – literally. However, this time of year is also jam-packed with health hacks, top tips and faecal fads that can actually do more harm than good. 

The work will launch in January across Symprove’s social channels backed by print advertising. 

Paul Mallon, head of special ops at Lucky Generals, said: “New year health regimes are often just a load of old shit. So we wanted to find a way of exposing them for what they are. And what better way than inventing our own preposterous high-end health kicks for IBS sufferers? None of which could have landed without the amazing performance from Lisa.” 

Sophie Muller, head of brand at Symprove, said: “Every year, many of us make resolutions to purge, cleanse and generally get well. Our aim is to make sure consumers know where to get the right help. And also that Symprove’s products and advice is backed by science, offering people real health tips they can take away not just for January but all year round.”