JWT Sydney turns tables on puppy toilet paper
JWT Sydney is rolling out a TVC for Wondersoft toilet paper poking fun at traditional toilet paper commercials. The economy toilet tissue brand from Kimberly-Clark, has recently undergone a product upgrade – it is now softer and has a fresh new packaging design.
To view: http://www.youtube.com/jwtaunz
The economy toilet tissue category is highly undifferentiated from a product and branding perspective. Even the toilet paper aisle is a sea of white. Wondersoft has taken advantage of this and is re-launching a new TV campaign in line with the product upgrade and new bright turquoise packaging that stands out on the supermarket shelf.
Angus Hennah, ECD of JWT Sydney, said the key challenge was to ensure that the brand is differentiated and has enough character to cut through the diverse range of choice within the economy toilet paper category.”
The TVC, directed by Christopher Riggert, opens on a scene which one would normally expect to see in a premium toilet tissue ad: soft fluffy rabbits, white and pink turtle doves, the soft drops
of white toilet paper. The scene then dramatically changes to expose an ugly little
mutt of a dog. The tagline is: “The new Wondersoft is soft, but not fancy… and neither is the price.”
29 Comments
Nice effort, horrible VO.
thanks for giving the whole rundown of the ad in the article.
and giving it away with the picture.
awesome.
Nice dog!
Couldn’t help thinking that it would’ve been nicer if they’d shot it like a regular puppy /paper spot using just the ugly dog and not all the other cliche’s. Or am I talking out of my arse?
I don’t think that dog is ugly at all!
There’s no apostrophe in cliches. The word is a plural.
Love the execution guys. Really dig the set trying to be something it isn’t. I also think the message “not so fancy” comes across nicely. Also, good casting with the dog, it being ugly in a way that people will find cute.
But…
I can’t say that anything to do with the pack will make it stand out in a supermarket aisle, it’s just going to blend in with the other brands. Shame the art direction in the pack design doesn’t meet the same standards in the commercial. If they were going to make a bold statement that they are “not so fancy”, why not do something more interesting with the packaging? I’m hoping the client may have had something to do with that.
I thought the dark twist might’ve been the little mongrel dropping a couple of steaming Ferrero Rochers on the product at the end.
Didn’t read the PR, just watched the ad. Smiled then forwarded to a bunch of friends.
Worked for me.
Think executional decisions could have been better but good to see it get through. Nice work.
How can it be poking fun when it’s not funny?
Love it Mister Opportunity. You should have asked that guy first!!
This is a very advertising centric idea. No one in the real world see’s toilet paper ads as a cliche – they just don’t think about these things. They think oh cute puppy playing with dunny paper – sweet. There is a fine line between deconstruction and a bad imitation – unfortunately this idea is just asking too much from from the audience and appears to be the latter.
A visual flop. Full of cliches. What a let down.
Everything some directors touch, turns to gold. Others are better off with gold creatives.
That’s actually a valid argument, 2:49. This is way too subtle a piss-take for the average moron who doesn’t care about ads in the same way we do.
Now about your grammar: its sees, not see’s.
See what we did there?
love the idea
I hope this stops the overplayed idea of labrador puppies and toilet paper
i’m getting pretty sick of it
I’m still at school (hoping to get into advertising) and I hate brands draining what was a simple and dumb idea for years on end
and horrible VO doesn’t work at all
Love the idea
I’m sick of the cliche labrador puppies playing with toilet paper and I hope this ads opens some creative’s minds to think of something new …cough cough who ever is responsible for the Kleenex ads
bland
@5:30
There’s not much hope for the English language if YOU’RE “The Apostrophe and Grammar Police”.
Here’s a little lesson in irony…
Now about YOUR grammar: it’s “it’s” not “its”.
See what we did there? Moron.
haha GOLD!
Makes the fantales ad look good!
lame does not equal gold.
The idea and humour are completely lost on me. I just thought it was a really bad ad, which is a shame. The spot might have turned out ok with a decent proof reader or mail boy involved.
I don’t like to comment positively on this website – it’s too contrarian. However, the ad made me smile and I was impressed that it came from JWT. Let’s just hope this has raised the bar of the work that comes out of there.
Brussels griffon a mutt!!!
Kind of expected strategy.
But, I still kind of liked it.
The rabbits used in this commercial what breed are they?????/
what breed are the rabbits