Highlight the issues of hemorrhoids and the benefit of using Preparation H to solve it.
People often ignore the pain associated with the condition and it seems like a small problem. Until it isn't. The aim was to highlight how a comfortable chair could potentially become something much worse in a matter of seconds just by sitting on it. There was also the opportunity to create a visual that would create a discomforting sensation in someone seeing the ad for the first time.
Instead of having a chair lined with sharp objects to visually portray the pain of hemorrhoids, the visual is flipped and shows a tiny chair being pierced by a giant thumbtack. only tension between both objects is holding it in place, waiting for the slightest pressure to send the tack driving through. Don't deny it, you've thought about it: "What happens when you sit?"