Droga5 launched a new campaign for Quilted Northern, billing the toilet paper as “Designed to be Forgotten.”
The approach is based on research the brand’s research indicating that people only think about toilet paper when it fails to do its job properly, according to Adweek. It’s a bit strange as a selling point, but Droga5 takes it in a memorable and often hilarious direction with a series of spots about those who, unlike the people who use Quilted Northern and forget all about their bathroom experience, “see all and forget nothing.” There’s Daddy Gator, forever beached on a bathroom sink with a clear view of the loo, who opines that “This is no place to raise a child.” Little Miss Puffytail, meanwhile, desperately wants to be smashed into a million pieces, and toilet paper holder Sir Froggy has his eyes fixed in a most unfortunate position. The agency changes pace a bit with “Great Grandpa Thaddeus,” replacing the children’s toys of the other spots with a portrait of an old family patriarch doomed to witness the excretions of future generations. It may be the funniest of the bunch, thanks to well-worded copywriting and perfectly delivered voiceover. All of the spots benefit from the unexpectedly dark comedic tone (which stands in stark contrast to the more silly potty humor of rival Charmin), while still managing to work in the product organically, which makes them far more memorable, and entertaining, than any toilet paper ads we can recall.
Credits:
Client: Quilted Northern
CMO: Douwe Bergsma
General Manager, Tissue: Vivek Joshi
Senior Brand Director: Jason Ippen
Senior Brand Manager: Ann V Anderson
Senior Marketing Director, Brand Center; Shari Neumann
Campaign: Designed to be Forgotten
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Directors: David Gibson, Nathan Lennon, Mike Long, Alex Lea
Art Director/Copywriters: Molly Jamison, Eric Dennis
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production Ben Davies
Senior Broadcast Producer: Anders Hedberg
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Matt Springate
Senior Strategist: Nick Maschmeyer
Head of Communications Strategy: Colleen Leddy
General Manager/Head of Account Mgmt: Susie Nam
Group Account Director: Brett Edgar
Account Director: Michael Arani
Account Manager: Jasmine Moesel
Production Company: Smuggler
Director: Bennett Miller
Executive Producer: Patrick Milling Smith, Brian Carmody, Shannon Jones
Producer: Suzie Greene Tedesco
DP: Adam Kimmel
Editorial: Exile
Editor: Conor O’Neill
Assistant Editor: Rex Lowry
Executive Producer: CL Weaver
Producer: Denice Hutton
Post Production: Method NY/Atlanta
Flame Artists: Mike Wardner, Glen Bennett, Jay Tilin
Head of Production: Jennifer Hargreaves
Producer: Natalia Wroble
Music: Adelphoi (“Daddy Gator,” “Great Grandpa Thaddeus,” “Sir Froggy,” “Conductor Randy” Adelphoi, “Birds”)
Composers: Jamie Masters, Andrew Sherriff, Ashley Bates, Stephen Patman
Producers: Jonathan Watts, Lotte Bowser
Music: Manners McDade (“Little Miss Puffytail”)