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
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
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.