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If You Don't Want to Read This Charmin Print Ad, Put It To Another Use

Lapiz Leo Burnett gives this long-copy effort a dual purpose

Published on . 2

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Chicago's Lapiz Leo Burnett was behind this slightly time-consuming ad [shown left] that recently ran in Rolling Stone.

The long-copy piece for Charmin is meant to provide those on the loo with some entertainment while they poo, but if you're not buying that , the ad can play another, more helpful role.

According to Lapiz CD/CW Ciro Sarmiento, "the idea was to create a copy print ad that you can actually make useful." While it aims to communicate the "joyful experience" that P&G's Charmin stands for, it also strives to make "the reader become part of the brand's purpose," he says.

If you're in the need for more creative efforts in the bathroom, TBWA Italy -- and you -- can get a boy band wet in an awesome interactive video for Henkel's "Bref Power Active 4-in-1" toilet power balls. Power balls, you ask? Find out more on Creativity -Online.com, and follow @creativitymag on Twitter for more great work.

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