Droga5 Compares Quilted Northern to Robes, Bouncy Castles in Latest Campaign

By Erik Oster 

Droga5 launched a new campaign for Quilted Northern, reminding viewers what the toilet paper is not.

That’s because, according to a series of new 15-second spots from the agency, people are confusing the soft toilet paper with everything from Angola rabbits to bouncy castles. Because it’s soft, durable and flexible, get it?

Other spots focus on different aspects of the toilet paper, and claim it is confused with planet earth, a robe, dolphins, a couch, the human brain and goldfish. Clearly, some of these comparisons are more outlandish than others.

Each spot ends by reminding viewers that Quilted Northern is, in fact, “just really nice toilet paper.” (In case you were still confused.)

The campaign is the latest in a long line of surreal ads Droga5 has created for the brand. 2015’s “Designed to be Forgotten” is still the highlight of the agency’s efforts, featuring the shell-shocked faces of children’s toys who, unlike the people using Quilted Northern, don’t have the luxury of forgetting the families’ bathroom experiences. The following year the agency created an April Fool’s Day video promoting a (fake) line of “artisanal toilet paper” called Rustic Weave and helped the brand celebrate National Toilet Paper Day.

Agency: Droga5 NY
Creative Chairman: David Droga
Executive Creative Director: Neil Heymann
Creative Director: Matty Smith
Associate Creative Director: Erica Pressly Kaplan
Copywriters: Ryan Snyder/Ted Meyer
Art Directors: Katie Willis/Tommaso Fontanella
Group Design Director: Rich Greco
Senior Project Manager: Lara Yegenoglu
Project Manager: Tessa Muchura
Executive Producer, Film: Dieter Lebbe
Senior Producer, Film: Leah Donnenberg
Group Strategy Director: Katy Alonzo
Senior Brand Strategist: Sarah Garman
Communications Strategy Director: Elsa Stahura
Executive Group Director: Jeff Prince
Account Director: Ross Gillis
Account Manager: Kyra Gembka
Associate Account Manager: Tehjal Suri
Associate Counsel: Zachary Werner

Client: Quilted Northern
Chief Marketing Officer: Douwe Bergsma
Senior Director, Content Center Leader: Shari Neumann
Brand Director: Aviral Singh
Director, Brand Building Leader: Santiago Arboleda
Sr Brand Building Manager: Richard Busby

Production Company: Epoch Films
Director: Matthew Swanson
DOP: Sebastian Pfaffenbichler
Executive Producer: Melissa Culligan
Producer: Stephanie Bruni

Editorial: Exile
Executive Producer: Sasha Hirschfield
Editor: Katie Turinski
Assistant Editor: Travis Moore
Executive Producer: Sasha Hirschfeld
Producer: Veitan Nyugen

Post Production Company: 3/Method Studios
Producer: Anna Kravtsov
Colorist: Sofie Borup

Music: Haystack Music
Sound: Heard City
Sound Engineer: Evan Mangiamele
Mike Vitacco