The ad, which is called "duck", broke on TV last night (17th August) and is part of the brand’s £500,000 "bathrooms matter" campaign, which is backed by print, digital and PR activity that will run over the next 12 months.
The spot has a cinematic feel and pans around different bathrooms as the voiceover describes why it is the room where big things happen – where women find out they are pregnant and best-men practice their speeches. Bathstore’s mascot, a blue rubber duck, appears throughout the ad. The endline is "Bathrooms matter. Visit the experts".
Claire Bayliss, Bathstore’s chief marketing officer, said: "Having spent a considerable amount of time in developing our brand strategy, we wanted to take the next step and bring on board an agency who could help us tell the Bathstore story and support our continued growth."
She added: "This campaign puts the heart back into the bathroom, giving examples of special moments that resonate with many of us and reminds people why it is a room worthy of investment."
Saatchi & Saatchi won the Bathstore account after a competitive pitch. There was no incumbent on the business, which was previously held by Hangar Seven. M&C Saatchi held the account before that.
Rob Potts, Saatchi & Saatchi’s joint executive creative director, said: "Not all rooms are created equal. The bathroom is where your wife finds out she’s pregnant, where you relax and get yourself together in the bath after a hard day’s work.
"It’s even the room where you sing along to Don’t Stop Me Now in the shower just because you can. The bathroom’s a special place and we’d like to think we’ve captured that in our ad."