Publicis London has created a new viral ad for Charmin in the U.K. that shows neither the Charmin bear nor a single square of toilet paper. Instead, it illustrates the expressions people use to describe bodily functions. Images in the video include a manicured hand pinching a loaf of bread, a deli counter screen calling for number two and a father laden with swim gear telling his wife he's "just dropping the kids off at the pool." Some of the euphemistic phrases illustrated in the short will likely only be familiar to a British audience. "We set out to write a U.K. viral, rather than a worldwide," says copywriter Dan Glover-James of what he believes is the first viral foray in the U.K. for a Procter & Gamble product, "but if it spreads beyond the U.K., that's a bonus." The video will be live on a microsite starting July 13th. "We wanted to develop something a bit different," says Glover-James. "We hoped that by being a bit more honest about what T.P. is used for, people would feel a bit more warmth toward the brand."