Charmin 'a little bit rude' by Publicis

Charmin toilet tissue has abandoned its cuddly animated bears for a new viral campaign. The Procter & Gamble brand has gone for something more in line with the product's "application" in the hope of reaching a wider audience. The Publicis creative uses real people quoting humorous euphemisms for visiting the toilet. It starts with a man under a desk messing with some wiring. As a phone rings he shouts: "For god's sake, I'm laying cable". It then cuts to two old ladies playing snooker with one saying to the the other: "I have to sink this brown." A close up of a turtle's head and a hand pinching a loaf also feature. A website, www.alittlebitrude.co.uk, is already live.