From the origination of the concept, the ad always had a stomach as the main image. The workers entering as the second shift of drug being released was there from the original sketches. This idea of depicting the stomach as a factory helped alleviate some of the anatomical grossness of showing an internal organ.SVP Stephen Neale explains, "You see some of those ads where they don't have anything in regards to the disease state. You're not quite sure if it's a product or depression or heartburn. Then there's the reverse problem, where by putting it in there it competes with all the same imagery. You then have to work hard to make it your version of the stomach."