Radox has unveiled a new cross-channel marketing campaign built around a new TV ad, promoting the brand's use of natural ingredients with "transformative properties".
The ad aired for the first time last week and is being supported by digital and social media marketing strategy.
This is the first ad created for Radox by WCRS since the shower and bath soap brand was taken over by Unilever.
X Factor presenter Dermot O'Leary lends his voice to the ad, which features a woman made from stones being transformed into blossoming flowers as she uses Radox in the shower.
Speaking to The Drum, WCRS creative director Ross Neil explained: "The Come to Life strategy really allowed the team to make some joyful, uplifting work that really reflects the benefits of this famous brand. It's a shift for Radox and one that has already resulted in some exciting, creatively rich work beautifully brought to life by [director] Shynola."