How does a brand capitalize when consumers go to the bathroom during commercial breaks?
Charmin created a new medium — The :60 Charmin Bathroom Break. Instead of running a traditional commercial that pushes product benefits, we encouraged people to go to the bathroom and simply enjoy the experience of using Charmin.
"Waterfall" was featured in Communication Arts and won Gold in addition to the Judge's Award of Excellence at the NY Addy Awards.
And for the Winter Olympics we featured a lonely Zamboni driver to offer viewers a much-needed break from the action.
In the same spirit we brought pre-movie commercials to AMC Theaters, encouraging moviegoers to enjoy the go before the show.