May 7, 2008...12:07 am
Cottonelle’s “Be Kind To Your Behind”
“Comfort what you’ve been covering all day.”
“We shine where the sun don’t.”
“Too Much Bran?”
These are just a few of the slogans that Kleenex’s “Cottonelle” has smeared across New York. You have to admit though, “Everyone Poops” isn’t just a charming creation by Taro Gomi, it’s a fact of life. It’s also a fact that selling toilet paper is tough shit.
Ontop of duping people into thinking about how they and their already-too-close commuters wipe, Cottonelle aims for yet another ass. You. (You especially qualify if you belong to the club of people whose minds were blown to discover an arrow in the Fed Ex logo) In proper over-hand fashion, the “Be Kind To Your Behind” ads go so far as to feature an actual butt in their design. No shit.
It’s understandable if the butt got past you though, since you were likely distracted by the cute puppy featured in the ad. The puppy, who beat out Hellraiser as Cottonelles official mascot, follows a long line of marketing distractions in order to sell toilet paper. From an intrusive clerk who squeezed your TP to upright, moderately domesticated bears, toilet paper has unrolled a lot of interesting ways to market itself. As such, one can only assume that using sheets of Cottonelle is like wiping your ass with puppies
(Sheryl Crows urges you to only wipe with one puppy).
Sure, toilet paper is used for other things, but this campaign is specifically targeting your ass. . .by way of puppies. And since everyone poops, maybe it’s time we grow up and ditch the puppies, bears, angels, clerks and all? Maybe this type of product needs testimonials, interpretive imagery or application animation in their advertisements. However you respond to the ads with your buying power, please, above all else—have your toilet paper spayed or neutered.
1 Comment
May 7, 2008 at 3:41 pm
i was totally ASTONISHED and all OMG THAT’S AMAZING about the arrow in the fedex. We could maybe even say my mind was blown.
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