New Campaign: Kleenex Anti-Viral

Kimberly-Clark has unveiled a &£3m television campaign to back its new Kleenex Anti-Viral range of tissues. The company claims it will be its biggest campaign for ten years.

The ad, which breaks next month on terrestrial and satellite channels, has been created by JWT. It features a gentle and “well-meaning” Guru – a hippy-like character who consciously avoids harming living creatures.

However, when the Guru blows his nose, he uses anti-viral tissues, to show that when it comes to tackling cold and flu viruses compassion has its limits. A voice-over emphasises the brand’s claim that it kills 99.9 per cent of cold and flu viruses in the tissue.

The Anti-Viral range was launched in October, aimed at families with small children, where colds spread easily. Media buying for the ad is through MindShare.