MEDIA CHOICE: Ian Darby, Campaign's media editor, picks Cussons' washroom activity that supports its current TV campaign

"Cussons has taken washroom advertising to a new level with posters that actually talk when you wash your hands. Unlike most products, Cussons soap is clearly suited to washroom promotion but these new posters surprise you as you wash or walk (as in the TV ad) with a voice asking 'Are you a washer or a walker?' as you pause at the sink.

"The posters stand out and create a great talking point but the only problem is the repetitive, tinny nature of the voice itself. Close to closing time on Saturday night, I saw one bloke trying to rip one of the posters off the wall, such was his frustration at hearing it time after time. But then another two-syllable word beginning with 'w' probably best described him."

Client: PZ Cussons

Medium: Ambient in washrooms

Media planning and buying: Steven Gregory and Kath Duggan at

Mediaedge:cia Manchester

Creative: BDH/TBWA

Brief: Prick the nation's consciences about their hand-washing habits,

building the fun "squirts" characters into recognised brand spokespeople