“Buttcheeks? Are those really… buttcheeks?”
Like most people who spend any amount of time online, I’ve become desensitized to online advertising. When viewing sites nowadays, my brain subconsciously identifies those IAB-standard graphic ads and blocks them from my attention. And the ones that expand to cover meaningful content just have me hunting for the tiny “x (close this)” link.
So I was surprised to find myself mesmerized by the set of flashing, shifting, smiley-face-wearing buttocks blatantly plastered all over the pages of Salon and other (reputable) sites this morning.
Upon very careful inspection, I saw it was an ad for the Toto Washlet, an all-in-one toilet seat/bidet/dryer. While other expert blogs had mixed opinions about the ads, I think they’re fanny-tastic. They’re eye-catching and simple, and combine sex appeal with humor better than anything I’ve seen in a long time.
It turns out these online ads are part of a larger campaign by ML Rogers in New York, which launched today by unveiling 2-story buttocks in ads overlooking Times Square. Given the placement of the physical and online ads, the message is certainly one of high-end luxury. The Washlet website, www.cleanishappy.com, fleshes it out (har har) – pleasant faces and voices match the pleasant buttocks, and soothing music prepares you to revel in the life-changing abilities of a fancy toilet seat. The um, tongue-in-cheek attitude is obvious on the site as well, with statements like “Washlet’s the bathroom fixture with one fixation… your happiness”. I love it – maybe one day I’ll get one to celebrate Menuism.
Flash and flesh aside, the ultimate measure of an ad campaign is sales and awareness. Time will tell how well this campaign translates into sales of the product – I’ll check back on it in a few months. But as for awareness, I bet this is gonna be successful – you’re reading this, aren’t you?
What other catchy campaigns have you seen?
-john