Domestos ads use scary events

Some of history's most bowel-churning moments are being irreverently recalled in new advertising for Domestos toilet cleaner.

Lowe has produced the TV and print initiative, the first for the brand's core bleach product since the famous "Big Bad Dom" ads of the 80s.

The new 30-second TV spot takes its cue from some of the scary events during the brand's 74-year history which might have caused people's nerves to get the better of them and necessitate a sudden dash for the loo.

They include the introduction of the driving test (1935) and O' Levels (1951), the release of The Exorcist (1973), the stock market crash (1987) and the 1990 World Cup clash in which England lost to Germany in a penalty shoot-out.

Each event is accompanied by shots of feet poking out from under the closed doors of toilet cubicles while a voiceover tells viewers: "Since 1929, no-one has spent more time on the loo than Domestos."

The commercial, written by Sam Cartmell, art directed by Jason Lawes and directed by Mark Denton through Therapy Films, is being supplemented by radio and a six-sheet poster campaign.

Initiative Media is handling media planning and buying for the campaign.

Judy Stephenson, the agency's board account director on the business, said: "The campaign succeeds in leveraging all the strengths and heritage of Domestos while showing the brand in a fresh, creative and modern way."

Lowe began associating the brand with lavatorial humour last year when it signed Alex Sibley, the hygiene-fixated Big Brother housemate, to promote the product.