Cottonelle slathers Aloe and E on your face, hand, legs and bum

Just how much softer can toilet paper get? A lot softer, according to researchers at Kimberly-Clark. The maker of Huggies and Kleenex has rolled out an improved Cottonelle bath tissue made with Aloe and Vitamin E. Plus, for those of you who like a clean bottom on the go, there's the new Cottonelle SoothingClean flushable moist wipes, which is also "silky smooth and soft," the company says. The ad shown here, now running, via JWT, London, opens with "the world's top skin expert" (a dog) bounding into the Cottonelle Institute (a space-age structure built into the side of a remote island) to check on the comfort level of his patients. "Two thirds of women have sensitive skin. Maybe you're one of them," the voiceover says. Take home lesson: "Be kind to your behind," as the spot says.

—Posted by Elaine Wong