Toilet paper might be one of the basic needs that consumers drop into their grocery carts, but this doesn't mean the advertising related to it needs to be utilitarian.
For the launch of Fresh, ABC Tissue's new brand of toilet and facial tissues, Work Communications has developed a cheerful spot that features a diverse collection actors dancing with toilet paper strategically wrapped around their bodies.
In addition to Fresh, ABC Tissues also produces the Quilton and Earthcare brands. Incidentally, the willingness of Work Communications to take a more unconventional approach when it comes to advertising tissue paper was previously seen in the agency's work for the Earthcare brand.
In a series of 2015 spots developed by Work Communications and shot by Useful Films, Earthcare unleashed a massive do-gooder bear which went about interrupting people's activities and recommending environmentally friendly alternatives.
The Earthcare bear garnered such a cult following that it was included in 'The Spinoff reviews New Zealand' series, which looked at the various eccentricities of Kiwi culture.
As is apparent from the Earthcare campaign, ABC Tissues has always had a strong environmental positioning in the market. And according to Work Communications managing director Gaylene Anderson, the launch of the new brand adds to this approach.
"We found there was a strong desire for environmentally-friendly products that are kind to sensitive skin,” Anderson says. "The bold new Fresh brand carries the endorsement of Allergy New Zealand, and is adding a whole new, modern look to toilet and facial tissue aisles in supermarkets from today."
Client: ABC Tissue
Agency: WORK Communications
Creative: Craig Parker, Lisa Blamires, Marco Ermerins
Account Director: Brooke King
Packaging Design: Craig Parker
Agency Producer: Monica Anderson
Film company: Eight
Fim company Director: Jamie Lawrence