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By Amy Houston, Senior Reporter

March 26, 2024 | 3 min read

‘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

Creative Creative Works Ad of the Day

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