and the agency
are doubling down
in a new campaign
FCB has run afoul of some major television networks with its recent “downtherecare” campaign for Cottonelle, but the agency and the brand are doubling down on the perceived transgression.
The trouble started with a sly implication contained in the original concept.
“downtherecare” touts the way Cottonelle toilet paper and flushable wipes are used for personal grooming. Focusing on the intimacy of the process, the campaign refers to the body’s nether regions as “down there.”
The area is represented by a peach, shot in gloriously striking color and often seen reclining on the beach.
The wording is reminiscent of Monty Python’s euphemistic “naughty bits,” a goofy but effective phrase invented by a legendary comedy troupe, but the TV deciders are not having it.
Check out the one of the spots that started all the fuss, below.
VACATION | COTTONELLE “DOWNTHERECARE”
“The creative work urges consumers to treat the skin we don’t see like the skin we do,” says a representative from FCB. “Unfortunately, some of the major networks didn’t agree and now the commercials are Not Safe For (net) Work.”
“You read that right,” the source continued, “they banned the commercials!”
Undeterred, Cottonelle is doubling down on the concept and the conversation it sparks with a new campaign-within-a-campaign called #FreedomOfPeach.
#FreedomOfPeach | COTTONELLE “DOWNTHERECARE”
Led by FCB Chicago, #FreedomOfPeach brings light to the fact that Cottonelle thinks it’s important to “downtherecare” and invites others to do the same.
“downtherecare was created to wake people from their category complacency, but it turns out that some of the major networks banned these commercials for being too salacious,” says FCB Chicago Chief Creative Officer Liz Taylor. “This made us question: why are television networks censoring dialogue around self-care in 2019? #FreedomOfPeach is our way of standing by the creative and pushing a larger conversation about being proud of caring for yourself, and promoting body positivity.”
YouTube videos, animated gifs, and social posts are among the elements helping to get the word out.
“Maybe it was the straight talk on an important subject, maybe it was the visual of a peach to represent ‘down there,’ whatever the reason, it only validates the importance to keep the conversation going,” adds a spokesperson from FCB. “After all, it’s 2019 and a peach shouldn’t be censored, people!”
Send your campaign updates to Reel Chicago Editor Dan Patton, firstname.lastname@example.org.