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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
