If you think this ad is bullsh*t, you can use it on your butt.
Dec 10, 2012
Chicago's Lapiz Leo Burnett was behind this slightly time-consuming ad 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.