The latest brand campaign from One Black Bear is now live. ‘See you first thing Britain’ for Triton Showers first appeared, appropriately, in ITV’s Good Morning Britain with other prime slots to follow.

Conceived by creative partners Jon Harrison and Richard Elwell – the strategy was to ‘own mornings’ for the UK’s leading shower manufacturer.

Richard expands: “To do this, we developed the positioning of ‘See you first thing Britain’ and created a series of personalities to emphasise how although we all have different morning routines, we should all have one thing in common; a shower… a Triton shower, to be more precise.

“As well as being fun and appealing to varying demographics, the different personalities helped us to expand the Triton messaging beyond what they’re primarily famous for – electric showers – and to showcase their digital and mixer ranges.

“The TV ad aims to show non-clichéd shower scenarios and avoids talking about power, efficiency or ease of use but more about the emotional attachment we all have with the shower experience.”

The campaign will also feature online, via a dedicated mobile app, and across trade communications.

David Tutton, managing director at Triton Showers, commented: “As a business it’s a really exciting time for us. There is so much going on to reinforce our position as the number one shower brand in the UK and this new campaign reflects our growing dedication to meeting the ever changing demands of the market.”

Triton is believed to be the first shower brand to go on TV and the commercial will screen on Channel 4 and Sky, as well as ITV. The TV ad was directed by James Rees through Koala in Birmingham. Stills were shot by Ian Winstanley.

The project also included a refresh and update of Triton’s branding. You can see the ad and more right here.