Toilet paper advertising seems to be having a renaissance.
The latest addition to the canon is a catchy song from a musical trio of women called the Quilted Queens.
Dressed in matching white quilted jackets that read “Keep it quilted,” the queens have one mission behind their spirited performance: to share the gospel of comfortable Quilted Northern toilet paper.
“We quilt this city,” they belt out in the aisles of a grocery store. “We quilt this city with a comfy roll.”
Both the track and the music video are a riff on American rock band Starship’s 1985 hit song “We Built This City.”
But instead of singing about rock and roll, the Quilted Queens’ lyrics convey why Quilted Northern toilet paper is better than other brands.
“We are here to change your toilet paper game,” they croon.
This is the first work for the Georgia Pacific-owned brand from the agency Orchard Creative, which won the business last year. Tajana Tokyo, a Sierra Leonean-British director with a background in dance and choreography, directed the spot.
Entertaining women, too
Other toilet paper advertisers have recently injected more humor and creativity into the category.
This week, Essity-owned U.K. brand Cushelle gave a voice to mascot Kenny the Koala. In March, Kimberly-Clark’s Andrex made light of awkward poo situations.
Scott Paper, another Kimberly-Clark brand, last year released a horror movie spoof about a toilet nightmare.
While the category is rife with creative opportunity, Quilted Northern’s ad is notable for the way it speaks to women.
Toilet paper, like most CPG products, is largely bought by women, according to Orchard’s research. The agency also uncovered that when women find a product they love, they want to evangelize and tell others about it to help improve their lives, too.
That insight led to the idea of the Quilted Queens and an ad that ultimately aims to entertain its target audience in a “category rife with baby talk and bathroom innuendo,” Orchard creative director Christine Taffe told ADWEEK.
