Nowadays everyone needs a good psychist. New OLV video promoted by Phytomucil Norm (laxative) shows the psychist’s appointment with a peculiar patient. The task for agency is to create an idea for brand promotion and differentiate from other competitors. A sense of humour is chosen as a key approach for a brand tone of voice. The message is that Phytomucil works gently and reliably. Video shows brand spokesperson as a psychist. It is well known, that a good expert helps to find the way out from any difficult situation even if it so delicate as a stool retention.