Cottonelle wants you to "go commando." That's right, the toilet paper brand says you should walk around without underwear because its CleanRipple texture imparts a superior clean.
In fact, they've hired documentary filmmaker and British accent possessor Cherry Healey to intercept random people who've just used the toilet and ask them to go commando. Whereupon they hide in a little pop-up tent, take off their underpants and receive an undies storage baggie and some Cottonelle—in stunts that are both bizarre and amusing.
I can only surmise that part of the reason they picked Healey is because Poo-Pourri's success taught marketers that Americans like it when potty humor is delivered via a British accent. In fact, Time Out recently found that British accents are considered the most sexy.
Speaking of sexy, Cottonelle isn't just doing this commando stuff to hawk its product. It's doing it for the good of musicians everywhere. Musicians who have been much maligned by the odious habit women have of throwing our undergarments on stage. Musicians like New Kids on the Block, who kicked off the Cottonelle campaign on Feb. 15 with an intimate concert that didn't get intimate enough for underwear throwing.
The Kimberly-Clark brand will be joining the first leg of the NKOTB summer tour to offer "an elevated bathroom experience," and surprise meets and greets with the boys—which presumably only happen if you agree to remove your underwear ahead of time. Meow.
So, if you want to trust your butt to clean ripple, challenge a friend with a free sample, or just want to browse a lot of pictures of people showing side-hip to prove their not wearing underwear, head over to Cottonelle's website. And take a moment to wonder about this new trend in bathroom humor that's sweeping marketing.
CREDITS
—TV
Director: Fred Goss
Production Company: Company Films
Editor: Matt Walsh
Editorial Company: Cutters
Sound: John Binder
Sound Studio: Another Country
Agency: Trisect
Chief Creative Officer: Chris Cancilla
Chief Strategy Officer: Gabe Misarti
Executive Creative Director: Kevin Hughes
Group Creative Director: Mel Routhier
Senior Copywriter: Dan Lewis
Senior Art Director: Garrett Fleming
Copywriter: Aaron Vick
Group Account Director: Soraya Faber
Account Director: Meg Graeff
Account Executive: Jeanette Polanin
Strategic Planning Director: Danielle Simon
Producer: Corrine Serritella
—Print
Photographer: Liz Von Hoene
Studio: Stockland Martel
Retoucher: Kellie Kulton
Agency: Trisect
Chief Creative Officer: Chris Cancilla
Chief Strategy Officer: Gabe Misarti
Executive Creative Director: Kevin Hughes
Group Creative Director: Mel Routhier
Senior Copywriter: Dan Lewis
Senior Art Director: Garrett Fleming
Copywriter: Aaron Vick
Group Account Director: Soraya Faber
Account Director: Meg Graeff
Account Executive: Jeanette Polanin
Strategic Planning Director: Danielle Simon
Producer: Corrine Serritella