Toilet paper brand Cottonelle is urging people to "Go Commando" after trying their new CleanRipple paper in a new campaign by Trisect.
The ad from the Kimberly-Clark brand features British documentary filmmaker Cherry Healey. She approaches real people in Santa Monica, Calif., to ask them if they have enough confidence in the efficacy of their toilet paper to remove their underwear.
Supporting the campaign is a digital marketing effort that lets consumers dare friends to "Go Commando." The brand is also partnering with 1990's boy band New Kids on the Block in a sold-out tour.