Quilted Northern Helps You Forget Your Bathroom Experience, but Not Everyone Is So Lucky

Droga5's quirky new campaign

No one wants to dwell on time spent in the bathroom, and toilet paper that's done its job well is easily—and best—forgotten.

But Quilted Northern, a brand forever condemned to bathroom humor, is out with six new spots from Droga5 about the plight of those bathroom accoutrements fated to bear witness, over and over again, to the ill-made products of even the most banal human existence.

There's "Daddy Gator," a reptilian ship captain—a child's toy—perpetually landlocked with his eyes fixed on the john. There's "Little Miss Puffytail," a porcelain rabbit with a similarly distasteful vantage, who wants nothing more than for someone to put her out of her misery. There's "Sir Froggy," the toilet paper holder, who's never flown anywhere, but boy are his arms—and eyes—tired.

Perhaps the best is "Great Grandpa Thaddeus," whose noble visage some ungrateful and spiteful descendant has poised in a most undignified position overlooking the family throne. The "Birds" on the wallpaper are similarly doomed, save one that's been liberated by an even worse outcome. The sixth and last spot returns to child's play with "Conductor Randy," a figurine forgotten underneath the radiator—and a more unfortunate friend.

Based on Quilted Northern's research that people only remember toilet paper when it doesn't work, the campaign's sales pitch—it's so good you'll forget it, but please keep it in mind because of these silly ads—borders on convoluted. But it works well enough, in the end, because they actually are pretty amusing and memorable.

It is a bit surprising that the brand, though, opted against making a stand-in for the Charmin bear one of its tortured animals. Nobody, try as they might, can forget that guy.


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")

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