TOTO USA, the Americas division of the global plumbing manufacturer TOTO Global Group, has teamed up with advertising agency barrettSF to create a new video for its WASHLET, a high-tech bidet seat. Aimed to change America’s approach to bathroom hygiene, its message is simple: you should use water for personal cleansing.
 
“99% of Americans don’t use bidet seats,” commented barrettSF creative director Aryan Aminzadeh, “But once you do, you realize you’ve been performing a daily activity the wrong way your whole life.”
 
To show us how the WASHLET works, the video follows a man toting a seemingly endless hose, explaining to us that water cleans everything. He proceeds to make his way through several scenes, spraying water to clean everything in his path–from a dumper, to a tray full of buns, to a back door, a brownie box, south of the Equator on a spinning globe, and a poster featuring the planet Uranus. One American euphemism after another for the word “butt” is sprayed clean.

The video was directed by Cameron Harris of Gravy Films and is appearing on various platforms.

Credits

Client TOTO USA Agency barrettSF Jamie Barrett, founder/executive creative director; Aryan Aminzadeh, creative director; Brad Kayal, associate creative director; Jeff Tune, copywriter; Jessica Sugerman, art director; Conor Duignan, head of broadcast production; Charlotte Dugoni, broadcast producer. Production Gravy Cameron Harris, director; Brent Stoller, owner/exec producer; Alice Bearn, staff production coordinator; Sloane Skala, line producer. Editorial Cut+Run Pete Koob, editor; Deanne Mehling, exec producer; Jared Thomas, producer; Chris Kasper, assistant editor. Sound & Mix One Union Eben Carr, sound engineer; Lauren Mask, producer. Music New Math Raymond Loewy, creative director/partner/composer; Elizabeth Munoz, head of production; Joey Spallina, David Wittman, Kala Sherman, composers. Color MFD Chris Martin, colorist; Nick Castillo, producer.

MySHOOT Profiles