Cottonelle Aims to Gussy Up Spare Toilet Paper Rolls

By Bob Marshall 

Look at that spare roll of toilet paper waiting expectantly atop your toilet. Doesn’t it make you feel self-conscious? Don’t you wish it looked pretty? Well, does Cottonelle have the solution for you!

As part of Cottonelle’s “Respect the Roll” campaign (which debuted in August), the Kimberly-Clark T.P. brand employed the talents of popular “happy chic” designer Jonathan Adler to produce three “groovy” new toilet paper roll covers. As part of the campaign, Chicago-based agency Tris3ct created two new TV spots starring characters who live in the fictional town of Where the Sun Don’t Shine. (So…they live up someone’s anus?) In this dark town, residents apparently “respect” their backup toilet paper so much that they’ve given it a little house to live in, all the while teaching each other about proper toilet paper care and etiquette. Credits and one more spot follow after the jump.


Client/Brand: Kimberly-Clark / Cottonelle Clean Care Toilet Paper

Client Senior Brand Manager:

John Stanwood

Agency: Tris3ct

Chief Creative Officer: Paul Kuzma

VP, Creative Director: Mel Routhier

Creative Director: Craig Miller

Art Director: Sarah Gleason

Agency Producer: Jennifer Pecorella

Production Company: Smuggler

Director: Renny Maslow

Graphics House: Beast

Editorial House: Beast

Sound Design & Mix: Particle

Photographer: Jim Fiscus