Thinkbox
TV is at the heart of this winning campaign using silence - and potentially embarrassing sounds - to tackle toilet taboos.
“‘Get comfortable” is a 360[-degree] campaign with assets across everything from out-of-home to TikTok to reactive digital vans,” says Matt Stone, senior director – creative design & experience at Andrex owner Kimberly-Clark. “But TV still remains the best way to reach the nation at scale.”
The humorous and empowering film opens with a boy sitting in a classroom, visibly uncomfortable, then mortified when he accidentally farts.
As everyone stares, he spots the Andrex puppy and is emboldened. Roll of toilet paper in hand, he glides through the classroom on a skateboard to the school toilets as the other children cheer encouragingly, then enters a cubicle and has a poo.
The ad is the latest instalment of Andrex’s “Get comfortable” strategy, which is powered by insights from the brand’s “toilet truths” research which highlights, among other things, that 76% of British kids hold in their poo at school
Read the full article on Campaign.
Andrex: “First school poo”
- Agency: FCB London
- Creative team: Owen Lee, chief creative officer; Kyle Harman-Turner, executive creative director; Rupert Thornborough, art director; Lou Bouge, copywriter
- Client: Matt Stone, senior director – creative, design & experience, Kimberly-Clark
- Production company: Biscuit
- Director: Andreas Nilsson
Warburtons: “The inspection”
- Agency: Joyful&Triumphant
- Creative team: Billy Faithful, executive creative director; Andy Lee, Jonny Porthouse, creatives; Kirsty Ferris, project director; Sally Lipsius, producer
- Client: Jane McMillan, brand director, Warburtons
- Production company: Merman Films
- Director: Declan Lowney
Ocado: “Life delivered”
- Agency: Uncommon Creative Studio
- Creative team: Adam Newby, creative director
- Client: Sarah Emerson, head of brand, Ocado
- Production company: Love Song Films
- Director: Louis McCourt
OVO Energy: “Do energy differently”
- Agency: Saatchi & Saatchi
- Creative team: Franki Goodwin, chief creative officer; Will John, executive creative director; Sarah Heavens, creative lead; Will Blackburn, creative; Avril Delaney, creative
- Client: Sarah Rae, brand advertising lead, Ovo Energy
- Production company: CANADA London
- Director: Réalité (Jason Causse and Alba Sole)
Audi UK: “Light, as you like it”
- Agency: BBH London
- Creative team: Alex Grieve, chief creative officer; Felipe Serradourada Guimaraes, executive creative director; Uche Ezugwu, creative director; Lawrence Bushell, copywriter; Luke Till, art director
- Client: Kristy Venables / Laura Brennan Audi UK
- Production company: Biscuit Filmworks
- Director: Glue Society
