Going to the bathroom is one of the most normal things from a physiological point of view, yet it is very often taboo. The new commercial by Andrex, the English name for our Italian Scottex, aims to normalize people’s relationship with daily bodily functions, especially when the need comes outside the home. Created by FCB London and directed by renowned advertising director Andreas Nilsson, this campaign has all the makings of going viral. It all starts with research conducted by Andrex showing that about 50 percent of people say they are too shy to poop at work or at their partner’s house, and even 41 percent are afraid to poop at their in-laws’ house.

In the launch video, titled First Office Poo, an office worker is seen walking gloriously to the bathroom holding a roll of Andrex toilet paper, encouraged by the Labrador puppy-an undisputed symbol of the brand-but watched in awe and embarrassment by her colleagues. The walk of shame here becomes a walk of empowerment reinforced by a powerful soundtrack typical of action movies. Everything is accompanied by ASMR sounds, such as computer keyboards or the sound of farting that gives rise to the judgmental stares of co-workers, or even the rustle of hands caressing toilet paper.

The second video, instead titled Post Poo Euphoria, celebrates post-evacuation wellness. A man dances a dance of joy after emerging from a public restroom. In short, two hilarious videos that bode well for the normalization of this age-old practice-not so strange as we are led to believe-called “pooping.”

Credits
Agenzia: FCB London
ECD/Partner creativo: Kyle Harman-Turner
Regista: Andrea Nilsson
Società di produzione: Biscuit Filmworks
Direttore della fotografia: Lasse Frank
Sound designer: Sam Robson