WCRS reveals Radox relaxing qualities in £1.6m TV campaign

Sara Lee's Radox Herbal Bath brand takes a light-hearted look at relaxation using the Gloria Gaynor hit I Am What I Am in a £1.6 million television campaign created by WCRS.

Launching on 4 November, the 30-second commercial shows four different characters singing while enjoying a relaxing time in their bathroom using Radox products.

In the first TV campaign for Radox this year, WCRS uses the idea that the bathroom is the only place where you can be your real self without worrying about being observed by other people.

The characters are depicted, as the commercial cuts between their bathroom experiences as the song is sung, variously squeezing love handles, enjoying a bubble bath and time alone.

Radox is positioned as enhancing this time of being in a personal comfort zone. The commercial ends with the strapline: "Rediscover the real you with Radox."

WCRS aims to build on the brand heritage of Radox of relaxation and efficacy by using a light-hearted approach to get the message across in a more modern way.

The commercial was written by Will Barnett, art directed by Mike Wells and directed by Lucy Blakstad of Brave. Media was bought by Zenith Media.

"The brand needs to move forward and this takes strong elements from Radox's heritage," said Felicia Tick, senior product manager. "We have launched the activity because bathing season starts in Autumn and continues right throughout the winter."

Radox is part of Sara Lee Household and Body Care division and Tick said that television activity was also planned for other brands in the stable including air freshener Ambi Pur, Brylcreem bath and shower brand Sanex.

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