Charmin 'a little bit rude' by Publicis

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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,, is already live.

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Released: 26 July 2006

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Procter & Gamble
Client Contact
Jan Huckfeldt, brand manager for Charmin Western Europe
Advertising agency
Art director
Adam Thompson
Dan Glover-James
Raquel Chicourel
Claire Young
Film director
Stephen Pipe
Production company producer
Sue Caldwell
Rachel Spann
Production company
Another Film Company
Audio post-production company
The Quarry

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