Acid Town

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Techniques
Director & Agency

Acid Town is an advertisement for TALCID, a stomach medication from Bayer that is used for relieving acidity and heartburn.

Cheng-Hsu storyboarded, designed and animated all the 2D animations in this stunning advert.

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The film shows how the stomach and stomach acid respond to external influences. Every external stimulus, from morning coffee to everyday stress to pizza to-go, is reflected inside the stomach and affects the pH level there.

In the spot, two worlds collide: the real world and the fascinatingly illustrated world inside the stomach – a colourful, vibrant city: Acid Town, the “City of Stomach Acid.” When the pH level there drops into the critical range, heartburn occurs. A fire-breathing dragon appears, and everyone’s on the run. 

Taking Talcid® is supposed to render the dragon harmless. A white dove emerges: the therapeutically optimal pH of 4.5 is restored and peace returns to Acid Town.