Toilet paper advertising tends to lean into coyness. Fluffy puppies, ducks, confident children and the word, tissue, underline its motivating characteristics, softness and strength.

Dude Wipes has skirted over all of the above. Because its product does. It’s a wet wipe, and the campaign by US agency, Curiosity, doesn’t want people to be motivated by cute images, softness or strength, but by stepping into a new world without skid marks. Dude Wipes is claiming the effectiveness high road – a clean bum.  

The hero commercial for the campaign, The Evolution of Wiping, begins at a museum exhibit, where ancient people used scratchy pine cones, corn cobs, stick sponges … and then dry toilet paper. The museum’s Future of Wiping wing, though, features Dude Wipes used on Uranus.

The new work extends the brand’s Best Clean, Pants Down platform, and is running on  Meta, Amazon CTV and YouTube, with a launch on network and cable channels in the US mid-July. Congratulations to the creatives, too, for navigating the minefield of “can’ts” is toilet product advertising.

Credits:
Client: Dude Wipes
Choef Marketing Officer: Ryan Meegan
VP, Creative: Andy Andersen
Director, Brand Strategy: Katelynn Ludwig
Brand Manager: Jordan Barendse
Strategic Consultant @ Creative Haystack: Pete Carter

Creative Agency: Curiosity
Chief Creative Officer: Jeff Warman
Group Creative Director: Matt Cragnolin
Creative Director: Pam Fraser
Strategy Director: Erica Keating
VP, Account Management: Laura Matthews
Director of Operations: Jane Tsivitse
Producer: Sara Kinney

Production & Post-Prodcution: Riverside Entertainment & Red Creek Productions
Director: Rich Downie
Executive Producer: Katie Maguire
Producer: Michelle Massanet
Post Producer: Mike Taylor
Editing: Rock Paper Scissors
Editors: Zoe Mougin & Shelly Rose
Edit Producer: Aymi Sanchez
Colour: Primary
Colourist: Ale Amato
VFX Studio: a52
Flame Artists: Michael Vaglienty
Online Editor: Chris Riley