标题 | Post Poo Euphoria |
广告公司 | FCB London |
广告战役 | Get Comfortable |
广告主 | Kimberly-Clark Worldwide, Inc. |
品牌 | Andrex |
首次发布日期 | 2024 / 3 |
行业领域 | 卫生纸,纸巾 |
哲学 (原始语言) | Andrex, the Kimberly Clark-owned toilet tissue brand, is encouraging the nation to challenge its toileting taboos with the launch of a bold new brand platform, created by FCB London. At the heart of the ‘Get Comfortable’ platform is the truth that too many Brits are held back by their prudery and embarrassment about going to the toilet, and don’t have a healthy relationship with their everyday bodily functions. Andrex, the UK’s biggest toilet paper brand, is tackling this issue head on and encouraging the nation to engage with their intimate wellness, by showing us there’s a better way. FCB London brings this to life with a suite of assets, marking a distinct break not only from past Andrex campaigns but with the whole category. The launch film, called ‘First Office Poo’, starts with a woman who unintentionally does an audible fart in front of her colleagues. A brief, awkward pause follows before she looks down to see the Andrex puppy under her desk, giving her an encouraging nod. Emboldened, she takes control of her destiny, grabbing a roll of Andrex and then striding purposefully through the office with a toilet roll in hand. As the music builds to an assertive crescendo, the film ends with her entering the toilet, confidently owning her actions. Directed by lauded commercials director Andreas Nilsson, the film is visually striking with an arresting soundtrack but no voiceover, simply finishing with the words ‘Get Comfortable’ and the Andrex logo. Also absent are the usual toilet paper ad tropes, such as closeups of brand packaging and gleaming white bathrooms. Research carried out by Andrex has found that it is incredibly common in the UK to fear using public loos. Half of us admit that being shy about our bowels stops us from pooing in the work toilets or at a romantic partner’s house, and 41% are even afraid of pooing when visiting their in-laws at home. Some of the stats from this research are featured in VOD activity supporting the ‘Get Comfortable’ launch film while OOH executions use stand-out visuals and headlines like ‘Live unclenched’ and ‘Conquer the first office poo’, designed to get people to question their inhibitions around toileting. The campaign breaks shortly after the launch of Andrex’s partnership with Bowel Cancer UK and ITV, with a joint campaign featuring past Big Brother housemates and Sharon Osbourne appearing in the final week of Celebrity Big Brother. This will be followed by a joint Andrex and Bowel Cancer UK VOD spot as part of the main ‘Get Comfortable’ campaign, entitled ‘Born Unembarrassed’. This spot launches in April (Bowel Cancer Awareness Month). |
媒体类别 | 电视 |
长度 | |
制作公司 | Biscuit Filmworks UK |
剪辑公司 | Trim Editing |
Chief Executive Officer (CEO) | Katy Wright |
首席创意官 | Owen Lee |
Chief Strategy Officer | Ben Jaffé |
广告公司执行制片 | Nikki Chapman |
执行创意总监 | Kyle Harman-Turner |
Head of Art | Jack Walker |
Business Director | Katie Creighton |
导演 | Andreas Nilsson |
导演 | Rosie-May Bird Smith |
制片 | Lucy Gossage |
制片 | Adam Oyejobi |
摄影指导 | Lasse Frank |
摄影指导 | Benedict Spence |
Managing Director | Rupert Reynolds-Maclean |
Head of Production | Emily Atterton |
制作经理 | Meghan Young |
制作设计师 | Sarah Jenneson |
Stylist | Selina Wong |
Casting | Hannah Birkett |
后期制作 | Selected Works |
Colorist | Hannibal Lang |
剪辑公司 | The Quarry |
剪辑师 | Ben Campbell |
剪辑师 | Steve Shaw |
Music / Sound Design | No.8 |
Sound Designer | Sam Robson |
音乐 | Leland |
Music Supervision | Toby Williams |