Andrex’s pregnancy poop ad is the latest in a taboo-busting lineage

Andrex’s ‘Push like you’re pooing’ embraces an awkward topic that’ll be a relief for many who’ve given birth, or are thinking about it.

Created by FCB London and directed by King She at Somesuch, the work tackles the so-called “labour poo” by using real pregnant women, real stories and real user-generated content to demystify one of childbirth’s most embarrassing taboos.

The 120-second spot certainly ‘goes there’, following a series of women before birth as they worry about the possibility of pooing during labour.

Andrex then flips that anxiety by showing that the act is not a failure but evidence that the right muscles are doing their job.

This payoff, so to speak, makes the campaign both educational and unexpectedly empathetic. Such results are no doubt owed in part to Andrex’s partnership with The Positive Birth Company, who ground the message in medical credibility.

Our take

I remember when Andrex ads featured cute Labrador puppies and soothing voiceovers. We’ve come a long way.

The brand, nowadays, is no stranger to busting butt taboos, as covered previously on these pages. This ad is the next logical escalation, and part of a wider movement to make bodily functions less shameful.

The Marie Keating Foundation, in collaboration with creative agency Boys + Girls, for example, launched ‘Pay Attention to Your Pee’ to encourage men to be more mindful of their urination habits. Then there was Greenpeace’s candid campaign confronting the ultimate bodily taboo: death. 

Social pressures are also being broken down, as seen in Heineken’s work with creative agency Publicis Italy. Taboo-breaking ads like these can be hard to watch, but a problem shared is a problem halved, as they say.

Credits

Brand: Andrex / Kimberly-Clark
Agency: FCB London
Director: King She
Production Company: Somesuch
Edit: tenthree
VFX: Time Based Arts
Music: Soundtree Music
Partnership: The Positive Birth Company