Charmin: Bathroom-made

If you think this ad is bullsh*t, you can use it on your butt.

Published on Dec 11, 2012

Editor's Pick

Chicago's Lapiz Leo Burnett was behind this slightly time-consuming ad that recently ran in Rolling Stone. The long-copy piece for Charmin is meant to provide those on the loo with some entertainment while they poo, but if you're not buying that, the ad can play another, more helpful role.

According to Lapiz CD/CW Ciro Sarmiento, "the idea was to create a copy print ad that you can actually make useful." While it aims to communicate the "joyful experience" that P&G's Charmin stands for, it also strives to make "the reader become part of the brand's purpose," he says.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Dec 11, 2012
Lapiz Leo Burnett
Chief Creative Officer:
Laurence Klinger
Creative Director/Copywriter:
Ciro Sarmiento
Creative Director/Art Director:
Maria Bernal

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.