K-C's Viva brand staging much-needed paper-towel interventions

Posted on Wed Jun 2 2010

Talk about obsessive-compulsive behaviors. Kimberly-Clark is running new creative showing why its Viva paper towels are better than the "leading quilted paper towel" (i.e., Procter & Gamble's Bounty). The spot here, from agency Tris3ct, opens with a Viva crew charging into a woman's house with a larger-than-life size Viva battering ram. Inside, Sandy, a woman who's written a book called One Step to Breaking the Quilted Habit, tells the housewife why she should no longer buy quilted towels. " 'Quilted' is towelspeak for 'air,' but Viva puts 35 percent more towels between you and the mess," the lady says, hoping to convince the woman to switch over. With her team of brand enthusiasts watching, the author has the woman try cleaning a spill using Viva. Once she breaks the habit, the rest is easy. "Beautiful," the onlookers say as she breathes a sigh of accomplishment (and relief). "Try Viva and quit the quilt," the voiceover at the end says. (Will Bounty take the bait and fight back?)

—Posted by Elaine Wong


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