The “Get Comfortable” campaign was created to challenge deeply rooted societal taboos around toileting — particularly the shame or embarrassment many feel about using toilets outside their home (at work, public toilets, in-laws houses, etc.).
The insight behind the campaign: a substantial portion of UK adults admit they avoid public toilets, feel awkward using others’ bathrooms, or suppress basic bodily needs because of social discomfort.
Rather than sell toilet paper by emphasizing softness or hygiene — the usual tropes in this category — the campaign reframed the conversation. Via short films (like “First Office Poo”) and humorous, relatable real-life scenarios, it normalized common bodily functions — even moments many consider embarrassing — and replaced shame with empowerment. The result: the brand (Andrex) used humour, visual storytelling (including a subtle nod through their puppy mascot), and stark honesty to transform silence around toileting into open dialogue.
Beyond cultural impact, “Get Comfortable” delivered strong commercial results: according to publicly shared data, the campaign reversed a decade-long decline in household penetration for Andrex, added hundreds of thousands of new households, delivered a significant increase in market share value, and drove a measurable uplift in sales.
AWARDS
Eurobest 2025
CREDITS
Brand: Andrex (Kimberly‑Clark). Creative Agency: FCB London, United Kingdom. CEO: Katy Wright. CCO (Chief Creative Officer): Owen Lee. CSO (Chief Strategy Officer): Ben Jaffé. Executive Creative Director / Creative Partner: Kyle Harman‑Turner. Head of Art: Jack Walker. Business Director: Katie Creighton. Production Company: Biscuit Filmworks UK. Directors: Andreas Nilsson & Rosie May Bird Smith. Producers: Lucy Gossage & Adam Oyejobi. Director(s) of Photography (DoP): Lasse Frank & Benedict Spence. Post‑Production / Editing: Selected Works and/or The Quarry / Trim Editing. Sound Company: No.8 (sound design / audio post‑production).
