After watching this ad, you might never think of pooping or soft-serve ice cream the same way again. Because, well, they're connected. By an adorable, bright-eyed unicorn with very active bowels.
Heard enough? Oh no, we're just getting started.
The Harmon Brothers, the viral-video mavens who gave the world Poo-Pourri's scatological spots, have a new project. It's for Squatty Potty, the "stool for better stools" that made a splash, so to speak, last fall on the ABC reality show Shark Tank.
The product, aimed at fixing bad bathroom posture, actually launched a few years ago with an animated short video, created in-house, which AdFreak said at the time "feels more like an expertly done PowerPoint than a real ad." There were graphs and charts and doctor recommendations and blah, blah, blah.
Bring on the unicorn!
The Harmons landed the account recently and created an absurdist fever-dream theme with the furry, fantastical character sitting on a "throne," showing the right and wrong way to drop a deuce. (Straining and grunting would fall into the latter category, though they're pretty cute in this scenario.)
As it turns out, humans weren't meant to sit and, er, dump, so our bodies are in the wrong position when we're on a conventional toilet. A princely narrator talks about the small plastic step that's "not a joke" and will give you "the best poop of your life, guaranteed." It'll even cut your porcelain time in half.
As in the Harmons' previous work, the puns just keep flowing, as they dub the Squatty Potty a "foot stool fit for a constipated king," but available to anyone, not just "bloated lords and hemorrhoidal ladies." There are references to fro-yo and Ben & Jerry's that might be better left unrepeated, but a consumer-written haiku in honor of the product should win some kind of literary award.
A teaser for the video snagged 20,000 social shares in a few days with no paid media. Squatty Potty CEO Bobby Edwards said the company, which saw a sales spike after Shark Tank, tried to make its own video ads but couldn't find the right tone. He looked to the Harmons because of their Poo-Pourri success.
"I thought they nailed it with Poo-Pourri," Edwards tells AdFreak. "And for us, it's hard to navigate the topic in a way that will resonate with people and not turn them off because it's borderline gross."
Edwards' mother and business partner, Judy, didn't much grasp the unicorn concept at first, but Edwards says he thought it was "kind of brilliant. I know how popular unicorns are these days."
Squatty Potty (company tagline: "Healthy colon, happy life") is trying to boost sales that already total about $8 million this year. The productwas initially distributed only online, but expanded post-Shark Tank to Target and Bed Bath & Beyond with the help of "shark" investor Lori Grenier. The video aims to pump up fourth-quarter sales, when Edwards said some people give the product as a gift.
"It might be intended as a novelty, and that's fine with us, but we get feedback from people who say the joke's on them," Edwards says. "They find out it really works."
Frozen treat, anyone?