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Ads We Like: Maya Rudolph sings and rhymes about recycled toilet paper for Seventh Generation


By Kyle O'Brien, Creative Works Editor

March 19, 2019 | 3 min read

Maya Rudolph sings “it’s not a tree’s duty to clean that booty” and other toilet paper-related rhymes in a new song for Seventh Generation. It’s the brand’s latest effort to get people to switch to recycled tissue.

Maya Rudolph

Maya Rudolph for Seventh Generation

According to a new report from the NRDC, the average American uses three rolls of toilet paper a week – much of which is sourced from North American forests. Despite this, most conventional toilet paper brands don’t use recycled paper in their products. That’s why longtime Seventh Generation spokesperson Rudolph is singing her song.

In the spot, the former Saturday Night Live star is first seen talking to ‘Mike the Tree’ about how his tree friends are being cut down to make toilet paper. Then she sits behind a drum set in a tranquil outdoor setting as she and a keyboard player launch into the ‘Trees and Bs’ song that also includes the lyric “it’s really quite absurd that a home for a bird would be used to wipe a turd.”

The campaign, done with 72andSunny New York, extends with an out-of-home element at Grand Central Terminal in New York. The ‘Root-In’ takes place 8am-8pm ET on 20 March in Vanderbilt Hall, where 460 trees will gather to raise awareness and advocate for making the switch to recycled toilet paper — which the brand states is a small swap that can have a big impact on our planet’s health. Post-event, the participating trees will be donated to the NYC Parks department.

The ‘Trees and Bs’ spot will debut on NBC Late Night TV and will also run on social media.

Seventh Generation: advert-body-1 by 72andSunny

By Seventh Generation

Overall Rating 5/5

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