HHCL tries fairy story pastiche for Nouvelle

HHCL and Partners launches a branding campaign this week for the luxury recycled toilet tissue, Nouvelle Quilted, with an ad parodying the traditional happy-ever-after fairytale.

HHCL and Partners launches a branding campaign this week for the

luxury recycled toilet tissue, Nouvelle Quilted, with an ad parodying

the traditional happy-ever-after fairytale.



The 40-second ad tells the tale of a small boy, Prince Robbie, who is

sad because his parents argue. The tongue-in-cheek tale is narrated by a

soothing female voice.



The arguments that upset Prince Robbie so much centre around the

family’s choice of toilet tissue. His mother, the queen, who sits all

day in her pink and fluffy boudoir, will use only luxury soft toilet

paper.



His father, the king, is ’deeply into nature’, hugs trees and uses

rough, recycled toilet paper. But, as the storyteller explains, this

’wasn’t so friendly on the old botty’.



The fed-up Prince Robbie is determined to find a solution. He sets out

on his skate-board and enters a supermarket where he meets a ’beautiful

fairy dressed as a shop assistant’. She shows him a pack of quilted

Nouvelle which, the storyteller explains, is ’both luxury and

recycled’.



Peace reigns at the royal home. The voiceover says: ’Thanks to Nouvelle,

the King and Queen never had another domestic. Well, nearly.’ The

endline reads: ’Nouvelle for our children.’



The campaign breaks this week on terrestrial and satellite TV and runs

until the middle of June. The ad was written by the HHCL creative team,

Louise Vanstone and Gaia Pollini. It was directed by Bob Lawrie through

Blink. Media buying is through MBS Media.