This Paper Towel Brand Doesn’t Shy Away From Showing the Blood, Sweat and Tears of Real Life

Canadian CPG company puts a spotlight on life's messier moments

Ironically, the ads for products we buy to clean up or prevent messes often have a noticeably sanitized quality about them. 

Some, like Charmin, rely on humor and euphemisms to relay its messaging without getting into the dirty details. Bounty’s ads have long taken place in glaringly white kitchens in the suburbs. Pad and tampon ads only recently started showing actual blood instead of a mysterious blue liquid. 

Which is why a new ad for Kruger Products, a Canadian company that owns a suite of paper towel, tissue and toilet paper brands, is particularly striking. 

The ad shows the messiness of life’s ups, downs and even mundane moments.



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