Did Andrex (or any brand) need to tackle labour poo? Well, FCB London and Andrex have, and they’ve done a might good job of it. Apparently, 75% of women fear pooing while giving birth (yes, men, it happens). As if they didn’t have enough to fear. The campaign film, magnificently directed by Somesuch’s King She, not only normalises labour poo but reassures women, with UGC clips from women who have just given birth, that the reward (the baby) so far outweighs pooing – and, by the way, the other ignominies of childbirth.

Push like you’re pooing is a glorious swansong for FCB London – provocative, strikingly noticeable and hugely empathetic. (McCann is the new agency.) The campaign fits into Andrex’ mission to help the UK Get Comfortable with everything to do with excretion.

The film begins by bringing the fear out into the open, and then quashes the shame around it. There’s no preaching – it’s not didactic. It’s a montage of very human scenes delivering emotional warmth and understanding. The people shown accept labour poo – and by the end, so do you. Apparently, according to midwives and doctors, if you poo during childbirth, it means you’re actually pushing effectively and with the right muscles. The work, that intends to normalise the labour poo, aims also to trigger conversation to enable birth partners, family friends and medical professionals to support pregnant women and birthing people.

The campaign was created with the Positive Birth Company that gave expert guidance and reach.

The full campaign is running in the UK from May 13 for two months across TV, BVoD, cinema, OOH and social.

Credits:
Client: Andrex
Client Team: Matt Stone, Niamh Finan, Alexis Rice, Emma Drew, Sophie Ashton, Jennifer Ward, Lou Harrop

Creative Agency: FCB London
Agency Team: Katy Wright, Ben Jaffé, Laura Pirkis, Owen Lee, Kyle Harman-Turner, Tom Carr, Kirsten Barnes, Sophie Ladmore, Vicky Endicott, Jack Walker, Nikki Chapman, Caio Silva

Production Company: Somesuch
Director: King She
Managing Director: Tash Tan
Head of Production: Georgina Fillmore
Producer: Lucy Gossage
Production Manager: Meghan Young

Post Production & VFX: Time Based Arts
2D Lead: Miguel Wratten
Colourist: Simone Grattarola
Producer: Sian Jenkins

Editing: Tenthree
Editors: Ellie Johnson & Becca Campbell
Producer: Ed Hoadley

Sound: 750mph
Sound Designer: Jake Ashwell
Music: Soundtree
Composers: Luis Almau, Luke Fabia & Ben Jones
Managing Director: Jay James