It’s not easy to tell people why they need toilet wipes rather than, or as well as, toilet paper. So Brazilian brand, Neve, had given its agency, iris Sao Paulo, a puzzler to solve.
The obvious recourse is to use metaphors. In Australia, J.Walter Thompson used the metaphor of cleaning window glass to introduce Kleenex toilet wipes for Kimberley-Clark.
But iris went one better. It has used every metaphor possible – in an ad set to music.
The result, aptly named Metaphors, is very funny, very watchable and very shareable. Plus, it gets its message across with no ambiguity.
NB: Alfredo is to Neve as the Labrador puppy is to Kleenex.
Credits:
Agency: iris Sao Paulo
Creative Director: David Levy
Copywriter: Flavio Particelli
Production company: JOY03
Director: Fábio Maczka
While Metaphors is the TV campaign for Neve toilet wipes, iris launched the product in a much more direct manner. This was the agency’s thinking:
“Neve was the first brand to launch fresh wipes in the Brazilian market. Contrary to what speedos and dental floss may suggest of Brazilian culture, this type of talk is very much a hush and flush topic. So how could we bring this new product (and behaviour) to life as an important evolution to one’s bathroom hygiene?!
“We challenged consumers’ mindset by bringing to life the concept that wipes are an evolution of toilet paper like the cell phone to the landline or the MP3 to old records. Our star? Super famous comedian and brand ambassador Ingrid Guimarães.”
The agency “challenged consumers’ mindset” in one of the most un-private places possible (but also right at the point of purchase), a supermarket checkout. Watch:
