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.”
30 Comments. Leave new
Don’t want to announce to the whole office I need a poo. It is misrepresentation of the size of Andrex. Toilet rolls in ad is 4 times the size that Andrea sell to the public
Disgusting advert. I’m sick of adverts highlighting bodily functions. Is nothing private anymore?
Advert makes me cringe
Don’t agree with any of the above, best advert I’ve seen in ages
Totally agree! I’m shocked at all the outrage. When did a sense of humour go out of fashion?
Disgusting advert we dont need this type of advertising. Bring back normal adverts when we can have a real good laugh not showing farts on television and think that is funny.
Great advert, lots of fun and makes light of what can happen to anyone. Perhaps needs better reading material, War and Peace?
Love the ad, made me laugh, first time I’vr seen it on the telly- fair play whoever came up with this – come on we have all been there (office environment – office poo!). I love the boldness of the message around the taboo of poo at work. (Even at school it was a big deal, whoever tired to stop it rip and failed whilst sat on the floor during assembly crossed legged! ) Brilliant ad, reminds me of the Smirnoff series of ads circa 2004 “… you read me wrong … the pink room …. Not the stink room!” (If anyone remembers?!?) this site if brilliant I have been able to see the whole campaign of delivery of the message both print and digital – that has cheeky vibe!
Juvenile, humourless and disgusting.
How anyone over the age of 10 finds this funny is beyond me.
Totally crass cringfest. How much lower is the bar going to get with some of these disgusting adverts?
Worst advert ive ever seen. For those suffering from life changing bowel conditions as i am, this is an insult to their struggle. Whoever thought this one up is in the wrong job
Absolutely agree, one of the worst ads I’ve ever seen
very vulgar and disgusting , there are other toilet paper for sale, i would be embarrassed to be seen lifting andrews toilet paper in a shop.
Disgusting. Makes me feel nauseous. What the hell if funny about this ? I don’t get some oeople
totally agree
There is nothing positive about this and “my first office poo” ( that’s the official name on andrex YouTube channel). Far from breaking down barriers of a normal bodily function, the unrealistic shameful scowls from EVERY co-worker seems to imply that you’ve got to walk the gauntlet to go to the toilet. Andrew, leave the psychology lessons to the professionals – don’t add made up office intimidation to the problems of working in a soul sucking office
When advert on we turn it off please do better ads love the puppy’s because other ads r bad u don’t have to be
totally agree
what is the world of advertising coming to. The childish adverts are far from funny and someone needs to take a look at the mentality of people who come up with this stupidity. whats wrong with a cute dog running round with the loo roll.
The advert is not good, think it is sexist towards the woman doing the office walk with toilet roll in hand and selectiing a book upon entering toilet. Looked more like receiving punishment by walking the line.
This is an awful advert. Vulgar and sillly. Hope it is removed asap
ABSOLUTELY DISGUSTING ANDREX ADVERT HOPE LOTS OF PEOPLE COMPLAIN WHAT WITH THAT AND THE POT NOODLS ADVERT WHOEVER DECIDES AN D AGREES THEY ARE OK NEED SACKING
Absolutely hilarious!! The struggle is real – that’s what makes it laugh out loud funny, is it’s absolutely spot on advertising – the fact that she picked up reading material as well was the cherry on the cake. If you don’t find this in any way amusing, your sense of humour must be shockingly void. Farts are funny and trying to go for a ‘work poo’ undetected is just dynamite! Well done! British humour at its best!!!!! For all you snowflakes – try to learn and laugh!!!!
Puts me off buying this product. It makes me feel sick.
I will never buy andrex toilet paper again it makes me and my family so discussed by this advert !
Totally agree that this is totally unnecessary to promote Andrex. If anything it would stop me buying as it would just remind me of the ad which is horrible.
Searched Google to discover why adverts are becoming so distasteful – this latest Andrex and Pot Noodle – pleased to read many people agree. Not a Pot Noodle person but will feel very uncomfortable purchasing Andrex in future. I guess they did their research?!
Firstly I agree with all of the above, but what we are all missing is that if that had been a tall man with confidence it may have been more acceptable, as men find this sort of thing funnier than women but to put a small woman who looks like she would not say boo to a goose in that position is tantamount to bullying, and shaming over aa natural bodily function. I was bullied in this way and it has marked me for life. PLEASE be more thoughtful about feelings with these awful adverts, is it any wonder that there are more mental health problems than ever, when we have to put up with this type of advertising constantly.
What is the point of this stupid advert. If you need to go – go! Who really cares. It’s natural bodily functions. Waste of time.