Handee Ultra insists ‘This is the Good Sheet’ in its latest campaign via Venus Communications
Asaleo Care’s paper towel brand, Handee Ultra, is promoting its Interlock weave technology and launching its new packaging with a TV campaign titled “The Good Sheet” via Venus Communications.
The humorous and insightful campaign, which launches Sunday 5th July, captures everyday spills with people exclaiming “Sheet!” before cleaning up efficiently, using a sheet of Handee Ultra paper towel.
Says Mark Davis, general manager marketing: “We’re delighted with the idea and the strategy behind it. Handee’s target consumer don’t take themselves or their mess too seriously, and this campaign takes a fun and honest look at how we respond to spills, while clearly demonstrating the brands superior strength and absorbency.”
Says Bec Brideson, ECD, Venus Communications: “Paper towel is a relatively low-risk, low-involvement category so we needed to soak up the consumer’s attention with a human truth around spills. “The good sheet” not only provides a laugh, but makes the Handee Ultra towel the hero.”
40 Comments
I actually really like this, but…
https://www.youtube.com/watch?v=I03UmJbK0lA
yeah. a very poor man’s version. Execution was incredibly off.
Better than most other sheet on Tele right now!
Not keen, it’s not good for the family viewing time, It’s not that clever, just a bit feral.
I am disgusted with this form of advertising. We have an 8 year old child who now thinks its cool to say “sheet” and get away with it. WE all know what word “sheet is replacing. I will not purchase this product on principal!
I will certainly NEVER purchase this product out of principle. The toilet ‘joke’ is disgusting, especially because of it’s influence on children. Just when u think we can’t sink any lower. It is NOT funny, better fear God.
I am disgusted in this add. I was just watching with my young children and they both commented on the language. Had your marketing department got no other material to promote paper towel?? This add should be aired later at night.
I will never buy this brand after such an inappropriate and offensive advertising campaign for what is effectively a family household product. Only in Australia does it seem the ‘norm’ to swear. Not all of us are ferals.
Only in Australia, do people think it is okay to hit someone for swearing, and not do prison time. People such as this, you have no right to complain as you are overtaken by gun nations. You think it is okay to swing a crowbar, and I can’t split your skull with a lead pellet?
I will never buy this brand after such an inappropriate and offensive advertising campaign for what is effectively a family household product. Only in Australia does it seem the ‘norm’ to swear. Not all of us are ferals.
I agree with the majority of the comments. I have just seen this advertisement airedjust before the voice starting at 7pm. I too will not buy this product again. It needs to be shown later at night. Many children like mine were subjected to this rubbish!
I must agree with the general consensus that I do think this advert has gone ‘too far’ in using the ‘sheet’ word. The fact it is on when my children are watching television isn’t appropriate. Rather disappointed that your company has used a tactic like this to sell more paper towel. I won’t buy it, even if it’s great quality sadly just on principal of showing support to your company.
It’s not funny, it’s rude and inappropriate. My child doesn’t need to hear your foul language. Lost me as a customer.
I absolutely hate this advert. I will now not purchase this brand of paper towels. It’s cheap and nasty. Pathetic play on words.
Why do advertising companies think it is alright to subject the Australian public to this sort of vial humour? It is the same as swearing, in fact its gone one step further by not saying it and making me think it. While it may not be breaking any rules directly it shows that the people over at handee have little standards when thinking of ways to get their brand name out there.
This ad really makes me mad! Not only will I never buy this product again, but I also change channels as soon as this piece of garbage comes on. I don’t care if “sheet” is a play on words….it’s not acceptable.
Saw the Handee Ultra “The Good Sheet” television ad for the first time tonight. Absolutely disgusted, it’s not funny, in fact it’s embarrassing for your company. It’s uncomfortable to watch it sitting with my children and elderly mother. Will never buy your products again. Raise your standards – you are appealing to the lowest common denominator.
Count me as a lost customer aswell. I don’t even have children to worry about and I find this offensive. If people don’t speak out, it will soon be anything goes. Tasteless advertising.
I am discusted it is not funny it is family viewing time it does have that inuendo of the 4 letter word not not funny withdraw it please surely you can advertise without stooping so low
I never usually comment on these things but this ad is in very poor taste. Should be withdrawn
i am nine years old.. 7:16pm is not a responsible time at night to be screening ads that have a very bad sense of humour. If I did this type of humour on my mum she would put me in a lot of trouble. Sheet is replacing a swear word. At the start you lost me as a customer. I was reading through the other reviews and I agree that young children are not old enough to hear this sort of disgusting behaviour.
Very disappointed and I don’t think this is acceptable
I never comment on these sites but like others here I had to do something.
Sheet!!”, spoken alone like the swear word in a swear word situation (rather than its usual way) automatically triggers the brain to think about the swear word. I don’t want to hear it and I’m disgusted that this ad is being shown during times when kids are watching.
http://healthland.time.com/2011/10/17/children-who-hear-swear-words-on-tv-are-more-aggressive/
“even exposure to lower forms of profanity are having an effect on behavior.”
Why add to the young brains’ exposure to swear words for the sake of more sales? I won’t be buying this brand.
We won’t be buying this product anymore. As teachers we get so sick of irresponsible advertising that impacts innocent minds. Grow up!
Get that sheet off to its not funny and degrading to the company I will make a point of buying another brand
The Handee advertisement is like their product…cheap and nasty.
If you want a real paper towel at a great price go to Aldi..runs rings around this rubbish and far far better value
I do not like your add at all. It is crude and is a poor example for young children to hear. Why do you have to resort to crudeness to sell a good product? Because of your ad I will not buy your product.
And you’ve lost me too..forever…after 30 years of loyal patronage with the odd trial of a different brand and always returning to Handee
Your advertising department needs a way-up call and a dressing down!
I will not use Handee towels again. I think the “Sheet” advertisement is not funny, not clever and is actually offensive. It is contributing to a lowering of standards which I find appalling.
I have complained to the advertising standards bureau for the first time ever because I found this advertisement so offensive, however, they feel it does not breach standards. I totally disagree.
I have no idea how to complain directly to the company re this advertisement, but will endeavour to do so. I hope they (or the advertising agency) monitor this type of website and realise they have missed the mark, thus take the ad off air.
This advert is in poor taste and likewise my family will not buy their product. While I have to train new staff that swearing at clients is abusive adds like this seek to normalise swearing! Now I see it coming up on online.
As an adult I don’t care about the word sheet…but as a mum to a 4yo who now thinks its ok to say shit as the word sheet implies in your commercial. Not overly impressed. So won’t be buying your product supporting this commercial.
Thanks guys & girls. A bit of Graham Kennedy never goes astray. Watching Sigley and Kennedy while I was supposed to be asleep (7 to 9 yrs) gave me credibility much later. Thanks guys. McCann Erricson – learn.
A digusting advertisment. Australia language skills are bad enough. You should be ashamed.
Objectionable. This is normalising gutter speak so our young kids think it is ok to use it. My response – I refuse to buy this product.
Probably made by a bunch of scrotes fresh out of school, with the brains of a packet of peas. Not even REMOTELY amusing – saw it and wondered how the product owners accepted this schoolboy crass garbage?
Don’t like it all all, crass, won’t be buying product !
Breaking an egg is offensive and therefore a poor choice.
– Chickens go through one day of hell for each egg.
– Male chicks are killed by being ground alive.
– It’s a waste of food, there are starving people.
What a disgusting ad! Will make a point of not buying your product. Even my 10 year old thinks you are crass.
Thank you for continuing the slide of standards on TV.
I wrote to the advertising complaints board about this ad and was glad to see it was withdrawn pending review. I was watching tele at child viewing time only to find the complaint was not upheld and this ad is back on. I will not purchase Handee paper towel again. I was pleased that Garniers ad was withdrawn and can’t see that this should be any different. Also is anyone else sick of seeing men in their underpants or female undies for that matter in ads as well?
We think this advertisement is distasteful.
It is inappropriate to be shown in prime time when children may view television.
It is particularly disappointing that ASALEOCARE have arrogantly ignored the negative feedback from the public.
Our family will no longer purchase any of ASALEOCARE’s products.
I will not buy anything from this brand on principle after their ‘sheet’ ad. It is quite offensive and my young child who is starting to learn to talk will possibly think it’s ok to swear. How did your company think it’s acceptable to air this rubbish.