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In a Cottonelle commercial that is brand new, people fall on their butts while car hoods, rollerblading fenders and sit. "The entire world could be rough on bottoms," intones a voiceover. "But it's possible to do one kind thing for yours. Treat yourself to some tiny Cottonelle relaxation. And be kind to your supporting."

The place, by JWT, NewYork, is a portion of an estimated $100 million "Be kind to a behind" effort by Cottonelle, the biggest ever, according to the manufacturer, a branch of Kimberly-Clark. Together with TV and print, the effort includes advertisements in metro stations and a Cottonelle bus touring many towns.

It is a new crinkle from the toilet paper business, whose annual earnings top $3.7 billion (not including Wal-Mart), based on Nielsen data. Tissue advertising traditionally has showcased fine clouds and laughing toddlers, and hasn't dealt this straight with what customers do--stop your eyes, '' Mr. Whipple! --once they split along the perforated line.

"If you return as recently as the '90s, then there are a distinctly different strategy which will be less direct than now," states Mark Worden, new director at Cottonelle. "But now customers are telling us loud and clear that we now have more permission to talk to them straight about the class, and more regarding their behinds and cleaning and attention for their bottoms"

The euphemism, long a staple of advertisements to products of a private character, is being swapped for candor--and not only one of toilet-paper peddlers. Men's dressing, cereal and female care are only a few of the categories where brands are franker than ever before.

Industry observers say numerous factors promote the new candor. These include the ubiquity of both Viagra and other erectile dysfunction medication advertisements, which prime customers for much more intimate characterizations of different goods; ever-more-racy TV programming inuring audiences to more intriguing commercial fractures; along with an increasingly varied people that might be less puritanical about physiological functions.

Denise Fedewa, a vp at Leo Burnett in Chicago, that generated the "Have a happy period" effort for Always, states, "Individuals have technologies in their hands and will bring down a business--and that is forcing entrepreneurs to become really transparent. We are living in a age of credibility." Plus, she notes, "whenever there is a large powerful tendency, there is almost always a strong countertrend, and as life is much more high tech, we are longing for more high-touch, more frankness."

The challenge for entrepreneurs, however, is what is deemed refreshing by a few is over-sharing to other people.

"The bedroom designs of America have been unlocked because Alfred Kinsey, however they've flown wide open in the past few years using all the brazen candor of industrial advertisements," read an oped piece in The Wall Street Journal recently. "Must we start the toilet doors, also?"

The response, obviously, is dependent upon how a firm chooses to tackle its own customers: whether it needs to be considerate and buttoned-up, as though on a first date, or even bright and daring such as an old buddy. With advertisers appearing past at cultural taboos, they are weighing whether it is their function to defer to these norms--or face them.

Blushing and flushing

Dave Praeger, writer of Poop Culture: How America Is Shaped by Its Grossest National Product and editor of, states stigmas around matters feces are relaxing. "it is a product of the media culture, together with reality tv and blogs which makes the line between private and public erode," Praeger states. "It is increasingly more okay to do things and say things that even five decades ago could have been utterly shocking"

In his novel, however, he notes that though "Noxzema shows in its own advertising the way the few swipes sweep away your pimples, Charmin would not dare reveal a corresponding effort."

Nor is Charmin--or some other toilet tissue--probably to take this dip anytime soon. However, Cottonelle's "Be kind to a behind" goes farther than any significant toilet paper manufacturer has in differentiating its own function.

"We could not have done [this effort] 20 decades ago because I really don't believe the consumer was prepared to get a more direct dialogue about being kind for their behinds," states Cottonelle's Worden.

The effort, including a revamped Web site, additionally keeps trappings of its previous strategy, most especially the pup Cottonelle describes as its "new ambassador"--and for good reason. "Throughout the pup we can assist this dialogue happen in a manner which individuals may say that this is smart and fun instead of really getting into a primitive location," Worden says.

In Terms of the Cottonelle Comfort Haven bus, it struck the street March through May, with stops in cities such as New York. On board, people might, among other items, reduce their posteriors into massaging seats and find out glutes-strengthening exercises.

Category pioneer Charmin, from Procter & Gamble, while adhering with its own animated bears, is occasionally more picture about the things they do in the forests. A recent TV area for Charmin's Ultra Strong brand from Publicis, New York, reveals an animated keep vacuuming bits of toilet paper off the hindquarters of a different bear. The voiceover: "nobody enjoys bathroom tissue which leaves bits"

Dewayne Guy, a Charmin agent, says that the brand isn't creating a "concerted effort to become more overt about speech," but had to telegraph the advantage of "powerful" toilet paper: specifically that significant wipers don't need to be concerned about fragments being ripped away.

Charmin's experiential effort has made no secret of what toilet paper is used for. On the previous two winters, it's set up cubes of well-appointed public rest rooms (hauled with Charmin) in Times Square through the vacation season. Charmin quotes a total of approximately 1 million people used the centers.

Kellogg's All-Bran is getting attention because of its present "10-day challenge" TV and print campaign, which directs into South Park land. Featuring John McEnroe, who remains with a few for 10 days while they examine the advantages of All-Bran, it comprises lines like, "Personally, I still feel better once I let it out." In 1 print advertisement using McEnroe the lineup reads, "Who understood No. 2 would feel this great?"

The effort, from Leo Burnett in Chicago, follows a season's award-winning "Structure" spot. Inside, a building worker speaks while quite a few visual metaphors unfold about the job website behind him, such as a beam falling through a opening in a wall along with also a truck dumping a load (get it?) Of bricks.

Susanne Norwitz, manager of new relations in Kellogg's, said earlier All-Bran advertisements adopted a somber, doctors-recommend-high-fiber-diets tone. "Traditionally All-Bran, such as other high quality foods, was promoted and frequently perceived as a medicinal treatment," Norwitz states. "However, since we came to understand our customers we understood the clinical tone wasn't valuable in assisting them conquer a hesitancy to talk--much less speech--this problem."

Less funny, but not as direct, is the most recent effort for Dannon Activia yogurt by Young & Rubicam, where Jamie Lee Curtis asserts Activia can solve "occasional irregularity." Dannon declined to comment on the effort, but a media release issued from the provider quotes Curtis stating, "Whereas we regularly speak about other embarrassing subjects, like erectile dysfunction, digestive health isn't being addressed--and it is time to change this. I'm not reluctant to discuss gut issues--there, I explained."

People are less afraid to discuss menstruation, also. Where copywriters previously churned such euphemistic chestnuts as "the time of the month" and "that not-so-fresh feeling," a campaign for P&G's Always menstrual pads was enthusing, "Have a happy period."

Nic Fantl, international cd for P&G's Always, states "blue goo demos," that "reveal the performance of this pad," were the standard for the brand in addition to others from P&G, such as Tampax and Alldays. Nevertheless recent ethnographic research performed by P&G of girls ages 14-30 indicate young girls are blunt about childbirth, Fantl states.

"The white horses and white dresses" of female care advertisements previously "felt fabricated rather than accurate to people, so we thought let's skip this and go for the actual deal," he states.

The "Have a happy period" effort bankrupt in 2005 and remains active today. It features the Internet website for Tampax and Always, which describes itself as "for girls, by girls." (The website's offerings vary from decorative prep recommendations to chatty details on puberty.)

Burnett's Fedewa says it is unusual to use the word "interval" so carefully and therefore positively. "Our nation was based on Puritanism and fairly much the Anglo civilization of this stiff upper lip, but a good deal of different civilizations are far more open about showing emotion," she states. "Now our nation is growing more varied, those cultural limitations which are so Anglo based are falling apart and that which is growing far more receptive"

Such openness can be reflected in pregnancy evaluations on tv, especially in advertisements for Clearblue Easy. A commercial by Amalgamated of New York reveals the apparatus and, like a flow of fluid strikes it a voiceover stating, "Introducing the very complex piece of technology you could possibly urine"

In First Response, yet another pregnancy test manufacturer, advertisements stress the device could offer a result "if you can not wait before your missed period." Stacey Feldman, vp of marketing at parent firm Church & Dwight, sees an attitudinal shift. "It was taboo ten years ago to chat about attempting to become pregnant, but the entire fertility thing is out in the open today," Feldman says.

Although product positioning was unheard of for First Response just a few years ago, the item (and others) has emerged lately in the movies Knocked Up and Juno and at the TV series Gossip Girl on The CW and HBO's Tell Me You Love Me.


Patricia Ganguzza, president of AIM Productions, a 25-year-old product positioning agency that manages First Response, says that she sees maternity evaluations figuring to the scripts she testimonials pre-production over ever. She attributes it equally to the civilization being obsessed with pregnancy and fertility, and authors being uninhibited about placing the item in scripts. "It is almost like the maternity stick is an excellent prop," Gangnzza states.

From 'Lucy' into loosey

Such content could have been anathema from the 1950s, when community censors informed Lucille Ball, whose real life pregnancy was integrated to the plotline of I Love Lucy, to avoid saying "pregnant" and me "anticipating" instead.

Ben Grossman, editor of Broadcasting & Cable, states the prevalence of uncensored premium-cable shows such as HBO's The Sopranos and Showtime's Dexter have experienced sway throughout the spectrum. "Became of creative liberty at premium wire, cable has certainly upped the pub and there is pressure for networks to follow suit, not look like staid old tv," Grossman says. "The cable and network stations are continuously demonstrating how far they could go without stepping across the line"

A study from the Parents Television Council of five broadcast networks (ABC, CBS, Fox, NBC and My Network TV) found that compared to 2001 the initial hour of prime-time apps in 2007 were 22 percent more likely to include sexual content along with 52 percent more likely to contain violence.

"There appears to be a continuous effort to check the limits and determine what [the networks] can eliminate," states Melissa Henson, manager of communications in the Parents Television Council. "As tv displays have paved the way, the advertisements have followed suit."

Henson's team tends to concentrate on the content of displays on advertisements, but she states they're thinking about a research that assesses commercials. The team has lately been advocating Pfizer to conduct Viagra advertisements afterwards during the night, when kids are not as inclined to look at them.

1 approach to steer clear of community criteria police as well as the Federal Communications Commission: by pass TV entirely click My page.

In 2006, Philips launched Bodygroom, a men's shaver targeting 18- to 35-year-olds for tidying beneath the neck, for example, groin, using a internet site,, and also a campaign, "Bodygroom." The website, by Tribal DDB, New York, includes a bathrobe-clad celebrity--dubbed "innuendo guy" from the creative team--espousing the benefits of manscaping, such as "the optical inch" The optical inch describes Steve Nesle, the ecd in Tribal DDB who spearheaded the effort, is when "trimming the hedges leaves the home looks larger." Even though the profanity is bleeped for comic effect, the guy's monologue is rife with double entendres and raunchy comedy.

Philips also utilized out-of-home advertisements, such as motion-sensor posters in men's rooms that started speaking when guys hauled up to urinals, along with a PR drive by Manning Selvage & Lee that landed Bodygroom on The Howard Stern ,Show the afternoon the website started. (Regular guest Lester "Beetle Juice" Green, a stunt, trimmed his nether areas live.)

In its first week, attracted over 200,000 unique visitors, in just a month had hosted 1 million and, up to now, has brought over 7 million, based on Shannon Jenest, a Philips representative.

A campaign made to go viral such as "Bodygroom," states Jenest, not just reaches masses, but also functions to filter out those who'd take offense: friends share links to risque websites with pals, not mothers.

Due to this "pass-along trend of the world wide web, we're more likely to achieve our real target customer, a customer who had been receptive to our message and like-minded, "Jenest states.

The "Second puberty" effort, which was inserted into late last year to market a nose-and-ear trimmer, too from Tribal, includes a young guy dismayed to detect tufts of hair sprouting from his nose and ears. Much like "Bodygroom," it does not seem on TV.

"If our goal [man] is seeing a primetime series, odds are a 35-year-old mother is watching that series, also," Jenest states. "And does she need to find that sort of comedy? Likely not."

Even though taboos are eroding, many customers likely aren't very ready for Jed Ela.

Ela, now 33 and a law student in California, was a conceptual artist living in Brooklyn in 1999 when he began displaying heaps of toilet paper whose wrapper borrowed layout and typographical components from Scott and Marcal cells, but whose title was something else completely: ShitBegone.

Besides acquiring a laugh, '' Ela says he had been making a statement regarding what he believed ass-backwards advertising.

"ShitBegone is a joke, but it is also a believer," he clarifies on "The joke as well as the metaphor are equally about transparency. Many people today use toilet paper to wipe up shit, but many firms don't market toilet paper by referring to shit. They market it using ... bullshit. Fluffy bunnies and so forth."

Nine years later initially selling them from Brooklyn art galleries, he sells approximately 50,000 rolls per year, largely in 96-roll instances over the net.

Some need him to branch away.

"Lots of people have indicated facial cells called SnotBegone," he states. "However, I feel as if I had been to build an empire on these kinds of titles, it would dilute it."

Meanwhile, Praeger, the writer, says the significant brands deserve some praise for utilizing less-obtuse campaigns.

"It sounds just like the marketing business and entrepreneurs are learning they are likely to earn more cash facing a taboo than they are likely to create sticking to it," he states.

That isn't to say there aren't any more taboos. "In a series like the actual World, the cameras follow the men and women around anywhere, including to the bedroom with sex," adds Praeger. "However, the 1 place they would not follow them would be your toilet. This is the very last thing which still shocks and captures focus."

John Rash, chief broadcast negotiator for Campbell Mithun in Minneapolis, says, "The civilization is coarser, but more clever in the way that it claims with regular problems, and advertisers are continuously adjusting to those changes."

He adds there is a fine line between a laugh and a gaffe. "Advertising alternately leads and follows social shifts in what is deemed acceptable in everyday conversation," Rash says. "Every single agency, customer and, finally, consumer must pick their collective comfort level with a euphemism or even blunter language"