Andrex is calling time on toileting taboos with a hilarious – if at times frankly disturbing – new campaign that kicks off its latest ‘Get Comfortable’ brand platform.
Developed by creative agency FCB London, the creative will be led by two 60-second hero spots that celebrate the act of ‘going number two’ and the joy (?) it provides.
In the first effort, we see a woman in an office loudly farting before grabbing a roll of Andrex toilet paper and asserting her dominance over her colleagues by confrontationally walking to the toilet, all the while maintaining intensely uncomfortable eye contact.
In the second, less disconcerting work, we see a man enjoying a spot of ‘post-poo euphoria’ (Andrex’s words, not mine), busting out some rather jazzy moves after sniffing a fresh roll of toilet paper.
“”Get Comfortable’ marks the start of a significant transformation for the Andrex brand and, we hope, for British culture, “Kimberley-Clark UK and Ireland marketing director, Matt Stone said.
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“This platform aims to help the nation get over our collective social constipation, in order to make more confident choices, adopt healthier habits and, ultimately, feel better. FCB London is taking our brand into a new, modern and purposeful direction with this launch campaign, to help us all have a healthier, more confident relationship with the bathroom”.
The Kimberley-Clark owned firm says that ‘Get Comfortable’ will look to challenge the taboo and uptight attitude that British people have about going to the toilet, encouraging the nation to engage with its ‘intimate wellness’.
Directed by Andreas Nilsson, the films look to break with traditional Andrex advertising and will be supported by a suite of left-field out-of-home assets to boot.
FCB London chief creative officer, Owen Lee added: “This bold, new brand platform for Andrex marks a complete shift from product-centric campaigns.
“And the great thing about ‘Get Comfortable’ is that as well as making Andrex stand out from other brands, it’s going to spark a much-needed conversation among Brits about our toilet inhibitions.”
