If you want to make men pay attention to DUDE Wipes, flushable wipes made especially for man butts, you need to think outside the square. Creative agency, Curiosity’s outside the square thinking led to a fun, tongue-in-cheek campaign, featuring a world where men’s bums are so clean, it’s normal, and even encouraged, to show off your skid-free tighty whities.

Best Clean, Pants Down is the first-ever brand campaign for the Mark Cuban-backed flushable wipe brand.

Its two 30-second spots highlight the many advantages of flushable wipes, making dry, traditional toilet paper the butt of the joke. The anthem spot is a spoof on cheerful CPG ads of the 1980s featuring an earworm jingle, Drop Your Drawers.

The second spot, Re-Learning to Wipe, uses a classroom setting and cleverly arranged pairs of balloons to address common questions and myths about flushable wipes. Both spots, directed by Chris Woods of Method & Madness, will also appear in 15-second and 6-second versions.

Best Clean, Pants Down will also serve as the first tagline for the brand, which achieved notoriety when its founders appeared on a 2015 episode of Shark Tank.

The brand’s promise of greater confidence and peace of mind comes from research by Curiosity that found many men lack confidence about cleaning their butts. The overall penetration of flushable wipes is still only 34% in the US and there is misconception. (Dude Wipes ARE safe to flush.)  

The US campaign is running in Milwaukee, New Orleans, Buffalo, Fresno, St. Louis, and Baltimore, across social platforms (TikTok, Reddit, Twitter, Instagram and Facebook), CTV, Spotify, and other digital platforms. It will extend nationally in the US in January 2024, and will include placement across national broadcast TV.

DUDE Wipes is looking to target men 18 to 44, as well as women in the same age range, who are often the household’s primary purchasers of hygiene products and the No. 1 victims of unclean dude bums.

“The DUDES’ challenge to us was clear: Make DUDE Wipes famous,” commented Matt Cragnolin, creative director at Curiosity. “In order to do that, we knew we had to write the catchiest song about grown adults wiping their bum-bums and dropping trou known to man. Remember the 80s, when a chorus could sing gleefully about confidence and optimism while everyone high-fived each other and gave thumbs ups and it was totally normal and not weird or ironic at all? Well that’s how it feels when you’ve got an immaculately-clean manhole and crispy white undies to boot, thanks to DUDE Wipes! So, yeah, we did that.”

Credits
Client: Dude Wipes
Chief Marketing Officer: Ryan Meegan
Creative Director: Andy Anderson

Creative Agency: Curiosity
Chief Creative Officer: Jeff Warman
Creative Directors: Matt Cragnolin & Pam Fraser
Account Lead: Kelly Kinane
Account Manager: Leah Zimmer
Project Manager: Mandy Russell
Producer: Tony Grossman

Production Company: Method & Madness
Director: Chris Woods
Partners: Casey Lock & Ross Zuchowski
Executive Producer: Jonathan Becker
Producers: Casey Lock, Rita Popielak & Darrin Ball

Production: Scouts Honor
Executive Producers: Simon Dragland & Rita Popielak
Production Manager: Alan Kuipers
Coordinator: Kyle Sanderson

Music & Sound: The Elements
Music: Scott Coleman & Sarah Krohn