Sven-Goran Eriksson has built up a reputation as an ice-cold operator but in Kleenex's new advert he gives us a peek at his more emotional side.

Dynamic directing duo Rankin and Chris have encouraged Sven and a number of other celebs to let it out' in a new Kleenex TV advert.

Showing that sometimes letting it out feels a whole lot better than bottling everything up, the advert features four celebrities ditching their public persona and releasing their emotions.

Viewers will see the normally cool as a cucumber Sven whooping with joy and hurtling around a changing room in celebration of scoring a tissue in the bin' goal; notoriously serious campaigner Sir Bob Geldof bursting into giggles and guffaws during a high-powered meeting; sweet and innocent Emma Bunton revealing her inner rock chick whilst waiting in the green room; and Brit-actor Tom Hardy, who usually plays emotionally and physically tough characters, snuggled up on the sofa with his dog, blubbing into a tissue as he watches a soppy film.

The new Kleenex advert


Rankin, together with his long-time co-director Chris Cottam, aimed to capture a different side of some of the most famous faces around. They explain:

“We always try and get under the skin of the people we work with. Shooting the adverts for Kleenex was a great opportunity to entice Emma, Sir Bob, Sven and Tom out of their shells. All of the celebrities are known for a specific emotion/trait, so it was an interesting challenge to capture their more private side and convey the concept of feeling better by letting all your emotions out. After all, it's not every day you see Sir Bob Geldof crying with laughter!”

It seems that years of working together with some of the biggest names in the business have paid off as Rankin and Chris provide viewers with a glimpse of the person behind the celebrity.

For busy working mum Emma Bunton for example, rocking it out, it seems, is just one of the ways in which she lets it out at the end of the day. She says: “With such a busy schedule there's sometimes a need to escape it all, whether it's listening to my favourite song on the radio or a good chat with friends – and you just can't beat a good dance to make you feel better.”

Commenting on his own emotional scene in the advert, Sven says: “The real me, on the inside, is like the advertisement. In public I am rather controlled but that's the nature of my job, I have to be controlled in order to remain focused on the job at hand – managing a football team. With 11 players out on the pitch and seven on the bench, I think it is important to show them I am in control of my emotions. I do get sad, happy and angry but I prefer to let out those emotions privately.”

Rankin and Chris also seem to have captured the real Tom Hardy on film as well. Tom says: “A lot of the characters I have played have been physically tough or emotionally challenged so people may expect me to be like that in real life. I'm just like everyone else though - I get upset and have a cry at a soppy film, or enjoy a good laugh with friends and family, so the advert does really reflect the real me!”

The advert has been created by Kimberly-Clark following the success of the last Let it Out campaign for Kleenex in 2007/08 when members of the public were invited to release their emotions on a blue sofa. It will air for the first time on Monday 2nd November.