Viva Paper Towels is reintroducing itself with a new campaign that brings everyday messes to life — literally. Developed by FCB, the “Feel What Viva Cloth Can Do” campaign transforms ordinary kitchen chaos into a whimsical, character-driven world where even the stickiest spills have personality.
The funny spots feature a cast of mess-making characters —from a clingy honey bear to a melting alien ice cream bar —marveling at Viva’s ability to clean up their disasters with ease.
“We know life gets messy, especially when honey and ice cream are involved,” said Tarun Raman, Vice President and General Manager of Household Care at Kimberly-Clark. “That’s why we created Messmakers, our biggest Viva campaign yet, to celebrate those gloriously chaotic moments with a paper towel built to handle them. With our new look and tagline — ‘Feel What Viva Cloth Can Do’ — we’re showing up in a bold, fun way that puts Viva right where it belongs: in the heart of the mess.”
The campaign features a series of 15- and 30-second spots showcasing Viva’s versatility, soft enough for skin, strong enough for sticky, stubborn cleanups. Watch below:
“In a category full of slow-motion spills and sterile kitchen counters, we wanted to do something unexpected,” said Andrés Ordóñez, Global Chief Creative Officer at FCB. “These characters create the mess themselves — and they’re just as amazed as we are by how well Viva cleans it up.”
The campaign marks Viva’s most significant creative push to date, positioning the brand as both premium and playfully self-aware, because sometimes, cleaning up should feel as good as making the mess.
CREDITS:
BRAND: Viva Paper Towels
AGENCY: FCB Chicago
- Vice Presidents: Josh Lenze, Rebecca Dunn
- Creative: Alan Shen, Chris Walker
- Creative Directors: Jake Roland, Kelly McGuckin
- Copywriter: Nik Szpak
- Art Director: Parker Parrillo
- Planning Directors: Nate Jones, JP Palmer
- Account Supervisor: Madison Wanless
- Project Director: Lily Clark
- Head of Production: Matt Blitz
- Producer: Stacy Sinason
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