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.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More