Just one crap a day

That's all it takes to help build toilets for those in need, as this clever spot from CHE Proximity shows.

We all know there’s a rich pile of euphemisms for, er, going number two. But it’s not often that we see them visualized as literally, and as brilliantly, as in this spot from Melbourne’s CHE Proximity for a toilet paper brand with a conscience.

Who Gives a Crap toilet paper, a 100% recycled paper product, donates 50% of its profits to help build toilets around the world. Alternating between the subtle acting out of euphemisms (laying cable, dropping logs) and descriptions of the product and its purpose, the ad gets its message across in a clever and memorable way.


Advertising Agency: CHE Proximity, Melbourne, Australia

Chief Operating Officer: Andrew Drougas

Executive Creative Director: Ant White

Creative Director: Tommy McCubbin

Creative Team: Alec Jankowski, Jimmy Zimmerman

Agency Producer: Jen Livingston

Production Company: Guilty Content

Director: Tony Rogers

Executive Producer: Rohan Timlock

Director of Photography: Joel Betts

Editor: Tim Parrington / The Butchery

Grade: CJ Dobson

Online: Damian Capicchiano, Cherry Pictures

Sound: Matt Thompson / Studio 8

Via Ads of the World