Toto: Toto's Washlet

One of the cheekiest (couldn't resist) campaigns tying online with offline, ML Rogers, New York's work for the Toto Washlet has been generating a bit of buzz and a Published on

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One of the cheekiest (couldn't resist) campaigns tying online with offline, ML Rogers, New York's work for the Toto Washlet has been generating a bit of buzz and a bit of controversy in the blogosphere. thanks to its display advertising. A giant billboard featuring smiling, shapely derrieres, which was officially unveiled in Manhattan's Times Square on July 1st, tries to not-so-subtly emphasize Toto's slogan that "clean is happy."

So in accordance with Toto's American invasion, we decided to visit the Washlet site so we can match the bum to the face and get a little more info on this sanitary wonder. Buoyed by meditative waiting room muzak, the Washlet destination looks and feels almost as sterilized as the product it's flaunting. Still, a friendly group of faces (we presume those of the posteriors in question) guides us via video executions through various sections of the site, including Washlet 101, its technological implications, a "why it's better" portion and even a personally answered FAQ.

As for the product itself, the Washlet is not a toilet, but an attachment onto one that comes in four models, each offering varying degrees of water cleansers, air drying and heated, soft-closing seats. The product info section offers an animated tour through each model including the top of the line S400, which includes an automatic air purifier and even a wireless remote control.

While it may not have the immediacy and allure of the billboard, the Washlet site is still an unintentionally (or intentionally) amusing branding experience and a worthy component of a campaign we'll probably still be talking about come year's end.

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About

Credits
Date
Jul 02, 2007
Client:
Toto
Agency:
ML Rogers
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