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- 27-NOV-2025 | An excerpt from Charmin’s Bathroom Reading Ad by Lapiz Leo Burnett
27-NOV-2025 | An excerpt from Charmin’s Bathroom Reading Ad by Lapiz Leo Burnett
Dan Bogachek
November 27, 2025
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An excerpt from Charmin’s Bathroom Reading Ad by Lapiz Leo Burnett
The number one read for your number two moments
Some ads are born with aspirations of greatness. Take the minimalist yet gigantically pretentious billboard with the one-word headline you can see from your car. Or the strange French ad you try in vain to decipher while waiting for Federico to style your hair.
What is the copywriter trying to do: sell a product or show how clever he is? Not the case with this ad. This, my friend, is actually a useful ad. It was created to be read in the bathroom while you go.
Some will underestimate its great purpose. It happens all the time. In 1596, Sir John Harington’s successful career as an inventor came to a stop after his new contraption, the toilet, was labeled “an absurd device.”
Critics are everywhere. 🏁
Immediately starts with “you” and doesn’t stop. The copy even addresses you as “my friend” — it’s really talking to you and not being shy about it.
Refreshing variation in sentence length. And a pattern we see all the time: the last sentence is a punctuation after the longer, more detailed one about Harington.
“Nobody reads advertising. People read what interests them; and sometimes it’s an ad.”
