Science Diet's Good Digestion Ad
Pet food company Science Diet contracted with JWT Advertising to run a series of print ads that showed a veterinarian examining three different dogs. Ostensibly, thanks to their owners feeding them Science Diet dog food, the pets have bowels so unobstructed that the beam from the flashlight the vet uses on the animals passes right through them. The tag line "For healthy digestion" appears in the bottom right hand corner of the advertisement.
The print ads ran in Australia and New Zealand in 2007 and won an award from the Cannes Lions International Festival of Creativity that year [source: Makam].