Procter & Gamble Co.'s Charmin: "Gas Station"
Bromley Communications, San Antonio
Creative directors: Pablo Buffagni, Hector Prado
Art director: Juan Carlos Pagan
Copywriter: Adriana Ramos
How does Bromley get P&G to approve its outrageous ideas? Here's another one: An elegant elderly lady uses the toilet in a sumptuous bathroom, then sashays around, putting on lipstick and looking in the mirror.
A knock comes on the door. It's an unshaven, tattooed skinhead. She exits, carrying her role of Charmin toilet paper. The guy sees the bathroom as it really is-a dirty, barren gas station rest-room. The lady heads toward her car as a voice-over says: "So soft you're going to feel like you're at home."