This Kleenex campaign urges people to ‘save the sleeve’ from their snotty noses

Ads from FCB Inferno get graphic to remind you to carry tissues

Published On
Feb 14, 2023

Editor's Pick

Most people know they shouldn't wipe their noses on their sleeve. But in reality, plenty do.

That is the insight behind a new U.K. campaign for Kleenex Balsam tissues, carrying the tagline "Save the Sleeve." The campaign, from FCB Inferno, stems from research showing that although we’re rationally aware we need tissues, lack of preparation means we often reach for inferior substitutes in our moments of need. 

The campaign kicks off with a spot that shows a little girl intently watching a cartoon on TV as her nose runs (something that anyone who has ever parented a young child will recognize as a totally familiar sight.) Eventually she uses her robe sleeve to wipe away the snot and smear it all over her pyjamas, her eyes never leaving the screen.

Another spot from the campaign features a montage of the different ways that people of all ages wipe their noses and catch their sneezes, including on their mom's hair, coffee shop napkins and on their clothing. The tagline is a simple one -- "Grab Kleenex."




The campaign, which will run across TV, video-on-demand, social media, digital and out-of-home, is the latest we've seen in a series of brands being more graphic about bodily fluids, including a 2020  campaign from Essity paper towel brand Plenty that had fun with gross holiday messes.

“Our new Grab Kleenex positioning means we don’t live in life’s special moments. We live in the real, messy, unglamorous ones we face every day,” said Matt Stone, Kimberly-Clark marketing director U.K. & Ireland, in a statement. “We’ve all been caught without a tissue when we needed one. Save the Sleeve is a bold and simple reminder to be prepared for whatever life (or your nose) throws at you – because your sleeve is no substitute.” 

"Not many brands would dare show that there can be beauty in a bogey hanging off a little girl’s nose," added Ben Usher, creative director at FCB Inferno. "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 make you realize that maybe you need a Kleenex in your pocket more than you thought.”



Feb 14, 2023
Client :
Agency :
Owen Lee
Creative Director :
Ben Usher
Creative Director :
Rob Farren
Art Director :
Rob Farren
Copywriter :
Ben Usher
Copywriter :
Jonathan Thake
Account Director :
Kirsten Barnes
Agency Producer :
Biba Thomas
Director :
Alex Dunning
Editor :
Simon Eustace
Post-Production :
Sound Design :
James Everett
Luke Scully
Photographer :
Juanita Richards
Music :
Soho Music
Chief Creative Officer :
Owen Lee
Strategist :
Lucie Newlan
Account Manager :
Kat Sarantopoulos
Account Manager :
Kylie O'Brien
Marketing Director :
Matt Stone
Head of Consumer Engagement :
Emma Drew
Senior Marketing Manager :
Stephanie Madrell
Content & Media Brand Manager :
Jessica Gosling
Head of Performance Marketing :
Christof Baer
Brand Manager :
Lauren Taylor

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