"The Labour Poo"

15 May 2026

2 mins

Let her rip.

'The Labour Poo' may sound like a political insult, but it's actually the title of Andrex's latest commercial… and what an ace bit of advertising it is. Cut from the same smelly cloth as 'First School Poo' and 'First Office Poo', this two-minute spectacular handles yet another taboo subject with wit, flair and welcome realism.

"Will I poo during labour?" "Will everyone see me poo?" These are the questions that strike fear into seventy-five per cent of women, the brand claims. The fightback starts here with King She's sweaty and compassionate portrayal of childbirth crossed with an empowering training montage. "Push like you're pooing!" one nurse says—if expectant mums happen to let out more than they expected, that's good news.

The bad news is that this is FCB London's last piece of work for Andrex. To say they've gone out on a high would be an understatement, as 'The Labour Poo' backs up technical and artistic style with the words of real mums who refused to let "floaties" faze them. Comfortably one of the best TVC trilogies in recent memory.

UK

Toilet Paper