Solaris Paper unveils new campaign via McCann Sydney for its luxury toilet tissue brand Emporia
Australian toilet and tissue paper manufacturer Solaris Paper has unveiled its inaugural advertising campaign via McCann Sydney to launch its new luxury toilet tissue brand: Emporia.
The campaign which will run until December 6th, focuses on communicating the brand’s strength and quality message, as well as how it creates the ultimate luxury bathroom experience.
The ad campaign uses a relatable character and situation, with a touch of humour, to communicate the brand’s luxury message.
The advert sees a female professional at work tell a colleague she’s “just popping to the bathroom”. She walks straight past the office toilets and out of the office building facing a number of obstacles before she throws a brick through her house window to reach her beloved Emporia toilet tissue.
The campaign tagline, ‘Luxury you’ve been waiting for’, underpins the brand’s key messages around ultra-silky softness. It encourages Australians to take pride in their bathroom and make sure they have quality toilet tissue.
The campaign kicks off with 15 and 30 second TVCs which will run for a three week period on national free-to-air TV (major cities and regional) as well as Foxtel. A poster campaign will run in conjunction with the TV advertisements in 65 Westfield shopping centres across Australia.
Roland zur Oven-Krockhaus, Emporia marketing manager said he wanted the advertising campaign to be different from traditional advertising in this space. He believes Emporia has some key differentiators that set it apart from other toilet tissue brands, which are communicated through the humorous campaign.
Says zur Oven-Krockhaus: “There is no other luxury toilet paper out there like Emporia. Its unique combination of micro fibres for ultra-softness and long fibres for strength, embedded in 4 layers of tissue – with 10 million fibre’s per sheet – creates the ultimate luxury experience.”
Client: Solaris Paper
Category Marketing Manager: Roland Zur Over Krockhaus
Agency: McCann Sydney
Executive Creative Director: Dejan Rasic
Creative Director: Kieran Flanagan
Copywriter: Jack Wall
Art Director: Laura Brown
Planning: Karl Bates
General Manager: Nicole Gardner
Account Director: Sara Shields
Senior Producer: Penny Brown Production company: Rabbit
Director: Jesse James McElroy
Sound: Rumble Post Production: White Chocolate
30 Comments
Nice spot. Love the Chinese chef screaming at her!
Like this, think it’s funny, and well executed – well done McCann. Would have been a bit nicer with a line like “For Luxury you can’t wait to use” or something like that to make execution and idea tighter. But made me laugh.
Love it, very funny! Who knew there was such a thing as 4-ply microfiber toilet tissue… definitely going on the shopping list.
Are you serious Mcann?
it looks awful. the casting is terrible and it is still so “nice”.
so clean, so fresh and so fake.
Offensive. The chinese chef is not even screaming an actual word. He might as well scream ‘ching chong ling tong’
Well that made me LOl out loud
Oi Jimmy, you’re a fucking moron.
Good stuff McCann, I laughed.
@402blazeit I’m with you. Perhaps if Jimmy was wiped with Solaris paper he might soften up a bit and flush away.
Come on.. most toilet paper adds include fluffy puppies and angels shooting softness from the sky… at least this one has a go at an actual truth about taking a dump!
Come on.. most toilet paper adds include fluffy puppies and angels shooting softness from the sky… at least this one has a go at an actual truth about taking a dump! We’ve all been there running home instead of using the sandpaper at the shopping centre.
It’s the same idea as this
http://vimeo.com/103114388
Go Jesse.
An ad with a ring of human truth. Not too bad at all.
Yes, but this time it actually makes sense.
@pseudonym – one is an idea about someone rushing home to take a shit. The other is about rushing home to open up for a tradesperson.
Rushing is not an idea.
I don’t understand. This ad is terrible. The production quality is excellent, but the idea behind it is ridiculous. Even dramatisations need to have some element of truth behind them, no? She should have just carried a roll of paper with her in her handbag and avoided the need to sprint while needing to poop (not exactly an easy thing to do!), and especially avoided having to break into her own house just for an extra ply of toilet paper (particularly when the bathroom window was open!!!!). That being said, it has cut through like a Frank Walker ad: I don’t like it, but I know what it is… and I’d probably give it a go next time I’m shopping for TP.
GBD: thanks for talking us through your mental processing there. fascinating. with anal retention like that, i bet you don’t often go shopping for ‘TP’ very often.
An AWARD student/Junior idea, the CD’s have grabbed onto and tried to do a grown up job with – and failed.
Oh, it is.
This comes to mind
https://vimeo.com/103114388
So does something that involves toilet paper.
So many haters?
Grow up guys and get some perspective! Its a funny ad about toilet paper – lets leave it at that.
It makes people laugh, and feels original. Its a winner.
As soon as you find yourself asking questions like “Why doesn’t she just carry some of that toilet paper around in her purse?” or “Why didn’t she just go an get some from the shop?” you’re know your idea is shit.
@GDB ever thought you might be in the wrong business?
Doesn’t make me want to take a shit. Which is a good thing, I think.
I think everyone is getting their little knickers in a knot about a toilet paper ad.
1. It’s different for the category
2. It’s based on a human truth of not wanting to use a public toilet
3. It’s funny
1: It’s not.
2: It isn’t.
3: It’s not.
Nice job to Dejan and team.
As a young kid who grew up thinking women didn’t shit, it’s awesome you’re confronting this misconception for generations to come.
Thanks for the laugh.
This is one of the worst ads I’ve seen and wonder if it’s aimed at the truly stupid people in our society. Running through a shop without purchasing the product would indicate it isn’t available. Smashing the glass pane to enter the house then showing the bathroom with an open window really does question the intelligence of this toilet tissue addict.
Ideas around, ‘The Lengths one goes to…’
for a product is very,
very, very old and tired.
It’ll take more than 4 ply to do a number on this poop.
I accept that she’s become irrational by the time she gets home, but why throw a brick through the front window when the toilet window is open already? And if the toilet paper is that good, why not shove a roll in your handbag and take it to work with you? Actually, that’s not a bad idea…
Reminds me of DUMB and DUMBER
REALLY ?
Breaking in to your own house when the window is OPEN !