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Radox is encouraging women to "be selfish" and take time for themselves in a new campaign by WCRS, who have handled the business for 25 years.

In a bid to show that time is woman’s greatest enemy, the spot sees a woman entering a shop filled with clocks while a voice over encourages the female audience to start thinking about time differently.

 If only we looked at time a little differently, it could be our friend, the narrator explains, before saying So what are you waiting for, can’t you see it’s quarter to you.

The spot drives consumers to the website www.be-selfish.co.uk