Roose tries for laughs in Kleenex Quilted ads

Roose & Partners has injected some tongue-in-cheek humour into the pounds 4.5 million relaunch advertising for Kleenex Quilted Velvet toilet tissue.

Roose & Partners has injected some tongue-in-cheek humour into the

pounds 4.5 million relaunch advertising for Kleenex Quilted Velvet

toilet tissue.



Fronted by an upwardly mobile character redolent of Hyacinth Bucket from

the popular BBC series, Keeping Up Appearances, the 30-second commercial

spearheading the campaign is designed to emphasise the luxuriousness of

quilted toilet tissue.



The film, called ’footbath’, opens on a shot of the middle-aged

protagonist cleaning the front door. ’Gives herself airs, that one,’ she

whispers to the camera as her young neighbour waves at her on her way

home.



The busybody then takes viewers on a tour of her house to explain how

upmarket she is. First the en suite bathroom, then the gold taps are

proudly shown to the camera, followed by her pride and joy - the bidet -

which our heroine thinks is a footbath.



Finally, she says she uses only the finest toilet tissue: Quilted

Velvet.



However, she is not so crass as to leave it exposed. No, she covers it

with a hideous crinolined doll.



Written by Karen Duffin and art directed by Richard Ward, the film was

directed by Graham Rose through Rose Hackney Barber.



The TV ad is supported by a national six-sheet campaign, while the

Quilted Velvet busybody will also star in radio ads supporting on-pack

promotions.



The campaign, which breaks on Monday, marks the first major activity on

the brand since SCA Hygiene Products purchased it from Kimberly-Clark

last year.



Ed Will, managing partner at Roose, explained: ’Exhaustive research has

confirmed that consumers prefer entertainment over adjectives in this

product category.’



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