SCA Hygiene has made its way into popular Australian culture with a TV ad for Sorbent toilet paper, “Folder”. Brett, a red head pre teen, lives in a family of scrunchers. When it comes time to deal with the serviettes after dinner, his parents, his little sister and his twin brothers are all scrunchers. Brett’s a folder, like his great grandmother was a folder. She’s dead. Brett thinks he’ll be a folder til the day he dies. And so he sits in the toilet, happy to be a folder. The voiceover and super: “Whether you’re a folder or a scruncher, Australian’s love Sorbent.” Pity about the comma inserted into “Australians”.
Click on the image below to play the video in YouTube
The Sorbent Folder TV ad was developed at Clemenger BBDO, Melbourne, by creative director Emma Hill, copywriters/ art directors Josh Robbins & Cameron Hoelter, and agency producer Roz Ruwhiu.