‘Get Comfortable’ is the new brand platform for the toilet paper purveyor and it’s our Ad of the Day.
Andrex wants users to become more at ease with their toilet activities in work settings and, in a super frank spot, the toilet tissue brand is urging people to wipe away the prudery and embarrassment around the subject.
It’s the honest approach that makes this ad stand out for us. The opening spot, ‘First Office Poo,’ is unashamedly relatable and is sure to touch a nerve with many people. The familiarity resonates and creates a talkability for the project.
Visually, the work is striking and negates a voiceover, opting instead for an arresting soundtrack. It takes a different approach to competitors in the category, steering clear of closeups of brand packaging and gleaming white bathrooms. It is a breath of fresh air for the
Overall, the new platform marks a bold move for the brand, taking it in a new direction, but with a fun nod to the iconic Andrex golden labrador puppy, which is why we love it.
Credits
Chief executive officer: Katy Wright
Chief creative officer: Owen Lee
Chief strategy officer: Ben Jaffé
Production partner/exec producer: Nikki Chapman
ECD/creative partner: Kyle Harman-Turner
Head of art: Jack Walker
Business director: Katie Creighton
Director/production: Andreas Nilsson, Biscuit
Director (social films): Rosie May Bird Smith
Producers: Lucy Gossage, Adam Oyejobi
Editor: Ben Campbell at The Quarry
Post-production: Wes & team @ Selected Works
Colorist: Hannibal Lang
Director of photography: Lasse Frank
Audio post-production: No8
Sound designer: Sam Robson
Music: Leland
Music supervisor: Toby Williams
Production company: Biscuit Filmworks UK
Director: Rosie May Bird Smith
Producer: Adam Oyejobi
Managing director and EP: Rupert Reynolds-MacLean
Head of production: Emily Atterton
Production manager: Meghan Young
Director of photography: Benedict Spence / Lasse Frank
Production designer: Sarah Jenneson
Stylist: Selina Wong
Casting director: Hannah Birkett
Editing company: Trim Editing
Editor: Steve Shaw
Post-production: Selected Works
Colorist: Hannibal Lang
Audio post-production: No8
Sound designer: Sam Robson
Music: TwelveDB
Music supervisor: Daniel Payne
Photographer: Tom Cockram
Photographer assistants: Michael Hani, John Munro
Media planning/buying: PHD
