Captain Worldwide, the New York agency launched by creative director Dan Morales, veteran producer Douglas Howell and immersive theater director Michael Counts last year, has created a spot asking you to reconsider your bathroom routine.
More specifically, Captain Worldwide launched a spot for Tushy, which makes bidet attachments for toilets. To introduce the brand, and the concept of bidets more broadly, Captain Worldwide turns to a young bidet enthusiast who explains the downfalls of wiping, as well as a host of comfort and sanitary benefits from using a bidet. The young brand spokesperson claims he knows what he’s talking about, since he walks around with his “nose at butt level all day.”
The humorous, matter of fact tone of the spot calls to mind another bathroom-related brand, Pou-Pourri, and its introductory “Girls Don’t Poop” effort. “Time To Get With The Clean Poop Program, People” keeps its focus on Tushy’s product benefits, though, from general cleanliness to preventing UTIs and hemorrhoids.
It’s also somewhat reminiscent of the approach used in OOH ads in the New York subway promoting Thinx, the “underwear for women with periods” brand launched by Tushy founder Miki Agrawal. Agrawal later stepped down as Thinx CEO amid allegations of unequal pay, firings without cause and “a widespread culture of harassment” which allegedly included “talking about employee’s breasts and bodies, telling humiliating stories in public forums, inappropriate touching at work, and FaceTiming into at least one meeting from the toilet.”
While Tushy has been around since 2015, a spokesperson told The Drum that this is the brand’s first campaign. The campaign will run on channels including Facebook, YouTube and Instagram, and the brand spokesperson told the publication a broadcast element is currently in the works.
But can they really convince Americans to act more French?
Credits:
Agency: Captain Worldwide
Directors: Dan Morales and James Maravetz
Writers: Dan Morales, James Maravetz, Elliot Friar, Miki Agrawal
Creative Director: Dan Morales
Producer: Blake Farber