It is probably not each artistic’s dream to work on a bathroom paper account after they develop up, however FCB London’s newest taboo-busting work for Andrex reveals it doesn’t need to be soiled work.
The company has launched “Get Comfy,” a daring new marketing campaign for the U.Ok’s largest bathroom roll producer that wishes to encourage Brits to let go of their prudery and embarrassment about utilizing the john.
18 months within the making, the platform shuns the same old class tropes of product photographs in pristine bogs in favor of humorous, visually placing movies and intelligent copy.
In response to the advertising director for U.Ok. and Eire of father or mother firm Kimberly Clarke, Matt Stone, the work is a large shift for Andrex, supposed to “assist the nation recover from its collective social constipation,” and convey a extra “purposeful’ tone to Andrex’s advertising.
“We wish individuals to confront their very own relationship with the bathroom and undertake more healthy habits in consequence,” he informed ADWEEK. A part of this contains working with Bowel Most cancers U.Ok. as a associate on the marketing campaign, to lift consciousness of signs of the illness and tips on how to determine them within the toilet.
“We’ve all the time been good at telling individuals we make nice merchandise, however that is going deeper. We performed quite a lot of behavioral research… and we discovered that’s there’s a disgrace and embarrassment [around going to the toilet] which will get in the way in which of individuals making the suitable well being selections,” defined Stone.
As an illustration, Andrex discovered it’s extremely widespread within the U.Ok. to worry utilizing public bogs. Half of Brits admit that being shy about their bowels stops them from pooping within the work bathrooms or at a romantic associate’s home, and 41% are even afraid of doing so when visiting their in-laws at house.
The artistic work marks a definite break from Andrex’s former artistic, which since 1972 have featured a gaggle of cute golden Labrador retriever puppies. Nevertheless, there’s nonetheless a nod in there to the longtime model mascot.
The launch movie, “Workplace,” reveals a girl who unintentionally does an audible fart in entrance of her colleagues. A short, awkward pause follows earlier than she seems all the way down to see the Andrex pet underneath her desk, giving her an encouraging nod.
Emboldened, she takes management of her future, grabbing a roll of Andrex after which strides purpdosefully via the workplace with a bathroom roll in hand. Because the music builds to a crescendo, the movie ends together with her coming into the bathroom, confidently proudly owning her actions.
