Photo Credit: anatomy.appClient
ampm
Media
Various
Work
Advertising
Year
2025
CONCEPT
A campaign for cravings you can’t control.
When hunger runs wild, you don’t fight it. You ampm it.
Gut is the runaway embodiment of appetite: chaotic, unstoppable, and always hunting for ampm. So, when you feel hunger, it’s not hunger — it’s the gut’s will. Which is why we don’t argue with appetite. We follow.
Don’t stop it, ampm it.
shorT-form series
Ep1. Runaway Guts
V.O.:
"What the f— was that pink thing?"
Post Copy:
Tell me you’ve seen this too. I’m not crazy.
Ep2. Got Guts?
V.O.:
“You’ve got guts… literally.”
Post Copy:
Me watching my own gut make life decisions without me #ampm #RunawayGuts
Ep3. The Gut Negotiator
V.O.:
“We could turn. Right now. Exit’s coming.”
Post Copy:
He’s not just back. He’s got opinions.
#ampm #RunawayGuts
Character Story
Roughly 12 inches long and 6 inches wide. Small and flat when empty, but can stretch up to a whopping 4 liters after a big meal. Gets sluggish when full, but turns grumpy and irritable as he gets hangry.
Around the 3-hour mark after eating, he starts getting cranky and sends frantic “Feed me!” signals to the brain. If no food shows up, he starts mumbling to himself, which, from the outside, just sounds like a loud “gurgle.”
Constantly bickering with Brain. Super sensitive to stress. And when he’s really annoyed? He shoots acid upward like a passive-aggressive fireball.
But if the hanger builds and builds with no relief in sight… that’s when he finally snaps. Bursting out at quite literally the worst possible time — like in the middle of bumper-to-bumper traffic, or right when you’re leaning in for that first kiss on a date.
His favorite place in the world? ampm. It’s his happy place, his playground, his all-you-can-eat fantasy.
And his ultimate craving? The ampm hot dog. No contest.
OOH
AR EXPERIENCE
GAME & Merch
Runaway Guts: Snack Smash
A fast-paced pixel runner powered by instinct, chaos, and hunger.
Dodge street obstacles, chase ampm signs, collect power-ups, and keep the gut running — because it never stops wanting more.
Score 20,000+ points to unlock a redemption code for The Gut Action Figure, redeemable at ampm.
Earn it. Claim it. Feed the gut.
