Friday, July 28, 2006

Charmin work

What a charmer -- the new Charmin viral, that is. It's hard to get excited about ads for toilet tissue, but this one deserves a bit of fuss.

The Charmin toilet tissue viral should be on TV, it's leagues ahead of most, and is just the right side of tasteful to get away with it.

Personally, I'm glad to see it doing away with its cuddly animated bears. Bears in the woods, Andrex puppies and other animals all deserve the boot from this particularly product category.

The Procter & Gamble brand says its has gone for something more in line with the product's "application" in the hope of reaching a wider audience. Er, not sure what that means, but it's funny apart, from the bit where the grandma is trying to pot the brown, that gave me flashbacks to recent efforts trying to pot anything on the table.

If you haven't seen the viral, you can watch it here. It’s our ad of the week on Brand Republic.

Publicis have done a standout job on this ad and created something that is genuinely funny and different.

You can almost imagine the meeting where they sat down and developed the script and tried to come up with as many euphemisms for visiting the toilet as possible.

I'm sure you could get a viral sequel to this if it takes off. Personally, "For god's sake, I'm laying cable" is a new one on me.


At 3:15 PM, Anonymous euphemism said...

Wondered what you ment there Gordon when you said about potting the brown....

At 3:03 PM, Anonymous Yusuf Chuku said...

Ironically, Charmin have produced a great TV ad masquerading as a mediocre viral. This really isn't the kind of thing that would get passed around, but in the centre break of Coronation Street it would really stand out.

The viral 'bit' isn't the execution itself but the behaviour it inspires. The opportunity for Charmin would be to expose this to as wide an audience as possible and encourage more people to use the more esoteric euphemisms. From here Charmin has the perfect route to implant itself in consumers mind.


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