This is a series of spec ads for Pepto Bismol Max. The target for this campaign is men ages 25-54 who enjoy greasy and spicy food, but know there can be unpleasant after effects. Many individuals who suffer from heartburn or indigestion simply avoid certain foods. The concept for this campaign was to personify the food and place it in an apologetic role. The headlines and copy all give the impression of a previously great relationship that deserves to be renewed and finally can be, thanks to Pepto Bismol Max.