FCB Inferno Says "Don't Wipe Your Bogey With Your Sleeves"

Everyone has done this at least once. At least as children, we used to wipe the bogey with our sleeves and hope that no one would notice. One should be honest and admit that the problem is universal. We should be honest and admit that we are rarely disgusted by other people's snots. This is precisely the insight from which FCB started creating its striking and provocative campaign.

The question was whether the brand has enough courage to allow a commercial to be filmed in which children's bogey flows unhindered and the little girl regulates it with her sleeves. In this day and age when almost nothing is taboo, this still seems like walking on the edge. Kleenex was ready to walk on that edge. And this ad is just one in a series. A small child, a teenager, and a student also appear as heroes and they are all faced with a situation when they do not have tissues with them.

The message that FCB Inferno sends in this campaign created for the Kleenex brand is actually Save the Sleeve, but we wanted to make it clear from the title what we should save the sleeves from.

The campaign is witty, absurd, and realistic. It directly addresses the taboo topic of wiping bogeys with sleeves and shirts in moments when our own nose surprises us. Kleenex is the solution to this problem that you should always have with you to avoid discomfort, unnecessary bogeys, and looking for (literally) the first solution that comes to hand.

From the side of the brand, they said: „we don’t live in life’s special moments. We live in the real, messy, unglamorous ones we face every day.“

Ben Usher, creative director at FCB Inferno adds: “Not many brands would dare show that there can be beauty in a bogey hanging off a little girl’s nose. There’s real creative power in reflecting moments that feel true to people. That’s what we wanted to do with the ‘Save the Sleeve’ campaign. First, make you smile as you see these raw, sometimes gross human behaviors in all their glory. And then you realize that maybe you need a Kleenex in your pocket more than you thought.”

The commercials will air on TV, VOD platforms, and digital channels.

Source: The Drum