As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.
If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.
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."