Push Like You're Pooing

Andrex launches its latest campaign as part of its mission to help the nation ‘Get Comfortable’ with all things toileting. Push like you’re pooing tackles the next taboo on its mission, aimed at dismantling stigma around the labour poo. The hero 120-second spot by director-duo King She and produced through Somesuch is centred around initiating a long overdue conversation to normalise the labour poo.

With authenticity rooted in ‘Push Like You’re Pooing’, the spot features real pregnant women and grapples with the taboo that the campaign is challenging. In the video, you see the women share both their real fears of the labour poo pre-birth and showcase the change in attitude post-birth once the taboo is busted. It also features real top-ranked searches, from women doomscrolling the subject, as well real UGC clips from women who had just given birth, sharing their own empowering stories to help others.