Tushy unveils first-ever campaign in hopes of convincing Americans that bidets are cleanlier than toilet paper

Miki Agrawal, the founder of “period-proof” underwear brand Thinx who recently stepped down as chief executive amid allegations that she fostered a culture of harassment and substandard pay, is now busy trying to get her bidet brand Tushy off the ground via a campaign that explains why bidets are more hygienic and eco-friendly than toilet paper.

Tushy hit the market in 2015, but according to a brand spokesperson, this is its first-ever campaign. Created in partnership with agency Captain Worldwide, the star of the campaign is a young boy named Danny who spends his time making the case for bidets to the adults around him.

In a two-minute video, Danny argues that toilet paper “just smears around the residoo-doo instead of washing it away.” As someone who spends his days walking around “with their nose at butt level all day,” Danny ensures viewers that his opinion can be trusted.

The video uses the same sort of tongue-in-cheek humor that Agrawal opted for in her Thinx subway ads, which caught the eyes of many New Yorkers when they first launched two years ago because of their suggestive imagery and clever taglines.

The aim of the Tushy campaign is to convince Americans that bidets aren’t a weird thing of the past, but are actually a cleaner and more sustainable alternative to toilet paper. Aside from making “your hiney super clean and shiny,” Danny explains in the ad that Tushy’s bidet attachment can also help prevent hemorrhoids and UTIs. On its site, Tushy claims that its bidets only use 1.3 gallons of water per use, an amount significantly smaller than the 37 gallons it takes to make one roll of toilet paper.

The brand’s launch campaign will run on Facebook, Instagram and YouTube. According to Tushy, there is also a TV element in the works.

Credits:

Agency: Captain Worldwide

Directors: Dan Morales and James Maravetz

Writers: Dan Morales, James Maravetz, Elliot Friar, Miki Agrawal

Creative Director: Dan Morales

Producer: Blake Farber

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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