Cottonelle’s Kleenex Double Length Toilet Paper is being promoted in Australia with a series of print advertisements capitalising on frustration over men forgetting to change the toilet roll. “We know that ALWAYS being the one who is left to change the toilet roll can be a frequent source of irritation… But life is too short to bicker about it or waste precious time changing toilet rolls!” Somehow the company has developed a production process that squeezes twice as many sheets onto each toilet paper roll while still ensuring it fits most roll holders. So while Kleenex® Cottonelle® Double Length Toilet Tissue is only 10% bigger than regular rolls, each roll is twice as long which means it lasts a lot longer before running out.
Funnily enough, he never fails to notice when we’re out of beer
And yet he can change a tyre
But somehow he knows how to change the batteries in the remote
The Double Length campaign was developed at JWT, Australia, by creative directors Andy Di Lallo and Jay Benjamin, copywriter Laurie Geddes, art director Richard Apps, designer Jeffrey Oley, agency print producer Graeme de Vallance and group account director Grainne Macintyre.
Photographer was Helen White with producer Samantha Simpson at Sam I Am.