…or how to advertise a product that everyone is shyly silent about?
Imagine that the toilet paper has run out and there is no new roll at hand. The dog happily laps from the bowl. The child carefree unrolls the toilet paper until only the empty tube remains. Can an advertisement be built around such scenes? A premium toilet brand tried it, and it seems to have worked for them.
Let's be honest, we rarely see advertisements that want to sell a toilet. And customers only encounter these products when they are building, renovating, or specifically trying to gather information on this topic. Because what can be said about a product, the toilet, that people generally do not like to talk about, about which they obviously have not much knowledge, since they buy it at most 3-4 times in their lives while using it daily?
Well, not much, or just the „usual” things: aesthetic, easy to clean, and water-saving, which has perhaps become a buzzword by now. And of course, all this in a wonderful, huge, fantastically furnished bathroom, with beautiful models, while the toilet is still just a supporting character in this case.
Most manufacturers in their campaigns about toilets line up these usual elements, so a buyer would have to be quite savvy to decide between brand „A” or „B” based on these. The recent major revolution in the toilet market is the so-called ringless or open-ring technology, which means that instead of the traditional „closed” ring – which only the right brush can clean, as we learned a few years ago – the ring is open, thus the toilet can be perfectly and easily cleaned even without the brush.
This new solution needs to be well presented and sold to manufacturers. For this, most of them use half-cut toilets, all kinds of wonder graphics to showcase the perfect flush, the easy cleanability, and they do all this in the most boring way possible.
And then there was a brand that said, let's show the customers what happens to them in the bathroom, thus bringing them closer to a topic like the toilet. This is how the film "A Day in the Life of a Toilet" was born, in which we can see the scenes that can happen in all of our bathrooms. And they tried to present all this with a lot of humor. Something like this:
What makes this concept different? The fact that it is „life-like”: they took an average family, with 3 kids and a dog, which would be none other than the family's favorite, a golden retriever. We can see the morning preparations, our new habit of not being able to part with our phone even on the toilet, as the dog drinks from the toilet, as the little child unrolls the toilet paper, as the toilet paper runs out while one family member is using the toilet – Aren't these scenes familiar to many of us?
Has this happened to you too?
This is what makes it lovable and understandable that the toilet is part of our everyday lives, that it plays an important role in our lives. It is important what kind of toilet we choose, and it is also important that despite the daily trials, it should be quick and easy to clean!
Of course, a behind-the-scenes film was also made for the story, which reveals the secrets of the shooting:
Agency: The Edge Picture Company
