A concept in search of a reason - weapons and bread division

From I Believe in Advertising.

You just simply have to wonder if maybe two guys were eating lunch and playing with their food when they came up with this. Believe it or not, Eno (not Brian Eno) is, according to the GlaxoSmithKline web site: " a range of antacid products that treat the symptoms of heartburn and gastric discomfort. It is available in different flavours and pack formats."

"Cool! Let's use a semiautomatic rifle made out of bread and chocolates and cookies and stuff. We could, like, really confuse the living shit out of people!"

"Dude! I love it!"

From Ogilvy and Mather. Curgaon, India.