Best clean, pants down

DUDE Wipes invites you to drop your drawers.

Published On
Sep 20, 2023


Life-long friends, Sean Riley, Ryan Meegan, Jeff Klimkowski, started DUDE Wipes, the extra-large, wet, flushable wipe for men, out of their Chicago apartment in 2011. Since then it has become one of the fastest growing men’s hygiene companies in the U.S. retailing $100+ million in sales annually. But, with adult wipes having only 34% household penetration, the Dudes realized they were barely wiping the surfaces. It was time to take on toilet paper and change the way the world wipes their bum-bums forever. It was time to raise awareness of the category and the short-comings of dry toilet paper by partnering with us, Curiosity, to create their first, and what we think is their best ever, national advertising campaign, pants down.


Butt cleanliness has long been, well, the butt of jokes, with men being the #1 culprits of poor #2 cleaning habits. But, that was before the life changing benefits of DUDE Wipes existed.We simply had to get them to question their current archaic cleaning method of dry-wiping with toilet paper, and switch to a superior clean with wet, flushable DUDE Wipes for a more confident clean. Because obviously, wet cleans better than dry, pants down.


So, how do you get the attention of dudes who don’t even know they have a buttoral hygiene problem? You create a 30 second anthemic spot with an earworm of a jingle that lets people know there’s a movement happening, and they need to join it before their next movement.But, no thinking-dude is just going to jump on the DUDE Wipes clean-butt-bandwagon without some clear and hard facts. That’s where our second spot, “Re-Learning to Wipe,” comes in. Set in a classroom, adults are educated in the superior cleaning power of wet, extra-large, flushable DUDE WIPES using balloon bums as visual aids. Both spots, which were directed by Chris Woods of Method & Madness, and feature original music created by music house, The Elements, will also appear in 15-second and 6-second versions.


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Sep 20, 2023
Agency :
Jeff Warman
Creative Directors :
Matt Cragnolin
Group Director - Client Partnership :
Kelly Kinane
Pam Fraser
Account Supervisor :
Leah Zimmer
Senior Program Manager :
Mandy Russell
Producer :
Tony Grossman
Client :
Dude Wipes
Ryan Meegan
Creative Director :
Andy Anderson
Production :
Method & Madness
Director :
Chris Woods
Executive Producer :
Jonathan Becker
Partners :
Casey Lock
Co-Producers :
Casey Lock
Ross Zuchowski
Rita Popielak
Editors :
Andy McGraw
US Line Producer :
Darrin Ball
Casey Lock
Music :
Music House
The Elements :
Scott Coleman
Sarah Krohn
Production :
Scouts Honour
Executive Producer :
Simon Dragland
Executive Producer/Producer :
Rita Popielak
Production Manager :
Alan Kuipers
Production Coordinator :
Kyle Sanderson

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