Cushelle gives a voice to its Kenny the Koala mascot for the first time in 14 years, in its latest creative platform which celebrates luxury and honours occasional selfishness.

Created by long-term partner Publicis London, the campaign is centred around a 60-second spot which shows people sneaking off for a moment of me-time in the bathroom, each with a prized roll of Cushelle Quilted.

However, each of the characters are joined by Kenny the Koala who puts himself first and cheers others on to do the same. Eventually each character finds their own ‘Selfishly Soft’ moment, from escaping to the toilet to watch spoof reality show ‘House Husbands of Alaska’ to heading to the loo for a sneaky office break.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency news sent straight to your inbox each morning

Directed by BAFTA-nominated director Jim Archer and produced by MindsEye, the spot will run from 29 July to 15 September and will also be accompanied by shorter 30,20,10 and six second edits.

It comes as Publicis London and Cushelle owner Essity celebrate 15 years of creative partnership.

“Cushelle is one of our most distinctive brands and Kenny the koala has been its number one fan for years,” said Essity global marketing and communications director Martina Pouloupati.

“Watching him speak and take on an even cheekier role, as we introduce our softest ever Cushelle Quilted, has been as much fun to make, as we hope it will be for people to watch.”

Publicis London chief creative officer Noel Bunting added: “No one equates a little me-time in the toilet with a talking koala, but they do now. I love the sharpness of the insight, and it feels like the right moment to give people permission to be selfish.”

“Because if you can’t enjoy the softest toilet paper when you have rare moment to yourself, what can you enjoy?”