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7 February 2020

The skin I live in.

by Andrew MacGregor


Bath Store: “Wash Away” - 50s

Adland’s preoccupation with digital detox continues with this 50” ad for Bathstore, as a woman reveals a body covered in modern graffiti. From email chains to social media notifications and sundry ‘friendly reminders’, nearly every portion of her skin is marked by an always connected world. Think Christopher Nolan’s ‘Memento’ for the app generation.

The solution, of course, is a cleansing shower courtesy of the advertised bathroom retailer. It may be a quick (and expensive) fix, but the ad’s well-calibrated sound design and tactile visuals (they scrub up well, you might say) are still compelling for a frazzled audience. A neat way to give shower time extra mindfulness points, too.


Creative Agency: Atomic London Ⓟ Ⓦ
Film Production: Smuggler Ⓟ Ⓦ
Director: Jaron Albertin Ⓟ Ⓦ
Producer: Nick Fewtrell
1st AD: Janine Frank
Cinematographer: Ann Evelin Lawford Ⓦ (Vision Ⓟ Ⓦ)
Sound Designer: James Clark @ Clearcut Sound Ⓟ Ⓦ

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