On the long list of "either/or" questions has to be this one: Are you a bath or a shower person?
OK, confession time: I am in the former camp. I cannot resist the sanctum sanctorum in its watery form.
Steaming tub, glass of Rioja and a tome on medieval heresy.
Bliss. Not very eco-friendly, but sod it. And, when you add bubble bath, SO girly! [Ed to Simon: way too much information...]
This last point is stylishly confirmed by the current Radox "Be Selfish" campaign.
We've all seen those concepts that rely on buying sequential pages in a magazine. They're mostly a waste of money.
But not Unilever/Sara Lee brand Radox. As you flick through the Sunday supp, one page shouts "Ready, steady..." to be followed by the unexpected "Stop" and the Radox branding. Simple stuff with great standout.
But the fun really starts . Even the initial loading device is cute. The oval Radox logo fills with colour like someone running a bath.
Overall, the site unashamedly pushes product. But it does so with the cheeky charm of an Italian waiter pouring another glass of Pinot Grigio for his lovely lady customers. For this site is single-mindedly targeted at the female buyer.
As you saunter between sections, the pages appear like a steamed-up bathroom window. The steam quickly disperses to reveal various girlish treats - mobile downloads, tips, competitions.
But my favourite? You can order a free, splash-proof (!) copy of "All Steamed Up" by chick-lit queen, Kathy Lette. You can also watch an interview with the author on the value of being selfish. Now that's what I call integration.
Radox is one of those rare sites that's actually been thought-through. And it is remarkably well-written.
Why is it when so many modern communications are dependent on words - texts, emails, websites - is the copy so poor? Are advertisers too lazy or too cheap to employ the skills of professional writers and editors?
Back off my hobby horse, and I'm sure that the Radox campaign has the makings of a minor classic. Every member of the team has earned a selfishly long bubbly soak. Yes, even the blokes.
Simon S Kershaw is a creative consultant. A former creative director at Craik Jones, Kershaw writes a weekly Creative Strategy column for marketingdirectmag.co.uk and the DM Bulletin.
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