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.
