By Taruka Srivastava, Freelance journalist

September 6, 2022 | 3 min read

British toilet roll brand Andrex is celebrating its 80-year anniversary by highlighting the 50-year bond it has created between British families and Andrex the labrador puppy.

Created by FCB Inferno and Grammy-nominated director Nicholas Jack-Davies, the 30-second film ‘A little love goes a long way’ showcases a mother in the supermarket shopping for her daughter. She picks up a few regular items, before spotting a real puppy on the shelf between packs of Andrex. She picks the cute pup up and puts it in the trolley, revealing that it’s a normal pack of Andrex. The film concludes with her daughter being shown as heavily pregnant, so the mum’s choice has been a little act of love.

The campaign is supported by TV, press, digital and social assets featuring the launch of new Andrex Classic Clean Mega, which is 50% longer than standard Andrex Classic Clean. Andrex is also running #PawsOnAPup, a social and shopper competition that gives everyone the chance to win their very own cuddly toy pup.

Matt Stone, marketing director, UK and Ireland at Kimberly-Clark, said: “For 80 years, Andrex has provided quality, value and comfort to families. This campaign, symbolized by the iconic Andrex puppy, will hopefully give people a reason to smile, and act as a reminder that little acts of care can go a long way. With the launch of new Classic Clean Mega Rolls, which are 50% longer, they’ll now go even further.”

Ben Usher and Rob Farren, creative directors at FCB Inferno, added: “If you ask any Brit, Andrex is the puppy, and the puppy is Andrex. In this campaign, we really wanted to show that when you pick a pack of Andrex off the shelf, you’re picking up all the softness, the care, the love that the puppy represents.

“It’s a heartwarming way to celebrate 80 years of Andrex being at the heart of British family life. And before any viewers ask, the puppies were treated like royalty on set, with a qualified vet on hand, frequent nap breaks and even their very own air-conditioned trailer!”


FCB Inferno

Creative directors: Ben Usher and Rob Farren

Art directors: Rob Farren and Sarah Bignell

Copywriters: Ben Usher and Josie Beaumont

Account directors: Helena Georghiou and Kirsten Barnes

Account management: Hayley Marvin, Kat Sarantopoulou and Victoria Endicott

Agency producers: Rachael Clarke and Biba Thomas

Director: Nicholas Jack Davies, Kimberly-Clark

Marketing director: Matt Stone

Marketing manager: Emma Drew

Senior brand manager: Louise Harrop

Production: Sweetshop

Editing: Tenthree

Sound: Creative Outpost

Post-production: Absolute

Media: Mindshare

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