JWT produces Kleenex facial tissue work

J. Walter Thompson has developed a new print campaign for Kleenex

facial tissues, which uses humour to demonstrate how handy the tissues

can be.

The new ads follow on from the global 'Thank goodness for Kleenex' TV

advertising, which ran in the UK and Ireland at the beginning of the


The campaign comprises four print executions: 'pigeon', 'hot dog',

'mobile' and 'public loo'. They aim to highlight some of the situations

in which people would be at a loss without their Kleenex Pocket


'Pigeon' sees the bird perched on a lamppost targeting a pedestrian

about to walk underneath. 'Mobile' shows a text message from a partner

announcing that they have met someone else.

'Public loo' simply shows an empty toilet roll dispenser. All of the ads

carry the strapline: 'Thank goodness for Kleenex.'

'This is the first ever significant Kleenex advertising outside of the

normal winter TV campaign and represents not only a significant

investment in the Kleenex brand, but also in growing the total facial

tissue category,' John Waters, the managing director for Kimberly-Clark

UK and Eire, said.

The campaign will break next week, and will appear in major


The ads were written by Angela Savidan and art directed by Annie


Jenny van Sommers shot 'mobile' and 'public loo', and Henrik Knudsen

shot 'pigeon' and 'hot dog'. Media planning and buying is through