Benign prostatic hyperplasia (or, in English, "enlarged prostate.") Not an assignment creative teams were clamoring to work on, but we raised our hands. We knew we could do something creative, while being spot-on strategically. Because it occurred to us that for a man with BPH, any receptacle, wall or shadowy corner, became a potential urinal. And you know what else we realized? It's infinitely more fun to work on an assignment for BPH than to have it.