Roose & Partners has injected some tongue-in-cheek humour into the
pounds 4.5 million relaunch advertising for Kleenex Quilted Velvet
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
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
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
The campaign, which breaks on Monday, marks the first major activity on
the brand since SCA Hygiene Products purchased it from Kimberly-Clark
Ed Will, managing partner at Roose, explained: ’Exhaustive research has
confirmed that consumers prefer entertainment over adjectives in this