FCB London

Brand: Andrex

Year: 2025

Research conducted by Andrex found that 75% of UK school kids don’t feel comfortable doing a poo at school, with the vast majority of students surveyed (59%) stating that they’ve gone home feeling uncomfortable due to holding in a poo all day, risking their health as a result.

To tackle this — and encourage the next generation to grow up confident and unashamed of their natural bodily functions — we launched a multichannel campaign to end school toilet embarrassment. The hero TVC, directed by acclaimed director Andreas Nilsson, opens with a boy sitting in a classroom who is visibly horrified after he accidentally farts. But after spotting the Andrex puppy on the floor, who gives him a nod of confidence, the boy is filled with courage as he heads to the loo with unprecedented levels of swagger — armed with a roll of Andrex.

Niamh Finan, marketing director at Kimberly-Clark UK & Ireland, said: “This campaign is the next step in the evolution of Andrex, to help the nation have a healthier, more confident relationship with the bathroom. Once again, FCB London has taken the brand to a new, modern, and purposeful direction – this time to help raise the next generation of Brits who aren’t ashamed to go to the bathroom.”

The work is the latest campaign under the “Get Comfortable” platform. Since it launched, Andrex has seen a decade of household penetration reversed with 600,000 new households buying the brand and +4.5% surge in market share value.