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- Agency: Leo Burnett
- Location: Paris
- Client: Le Trefle (toilet paper)
- Name: “Emma”
- Category: Film
Why I like it: If you can “tell” your ad as a quick joke that is funny and makes people laugh or smile, it’s probably a sign that something is working! This one certainly qualifies on the lighthearted-humor front. But let’s dig a little deeper and notice two other things that make this ad interesting: 1) The funny gag/punchline of the ad is obviously the toilet paper-on-a-tablet bit at the end. But to me, the most memorable part is the repetition of “Emma!” throughout, in different stages of exasperation. This is not something that would look funny on a storyboard (and perhaps wasn’t even a part of the original script!) but it absolutely comes to life in the production, with the help of a talented actor and director. The lesson is that humor, inspiration, and other “magical” bits can be crafted…up to a point. You never completely know when they will strike, or in what way. One must relinquish a bit of control, one must remain open and inquisitive and keep pushing – in the hopes that the unexpected miraculous little detail will spring to life. 2) I love how this toilet paper company came at this ad in a completely oblique manner: No mention at all of absorbency, strength, number of plies, softness, cute babies, etc. They set up a battle of paper vs. digital…a false conflict …but one that draws you in and makes you think of the virtues of Le Trefle toilet paper. So let’s see: an unusual approach that breaks the category rules, but one with the product at the core, and one that gets you noticed and remembered. Sure beats the alternative! Their gamble was creative, courageous, and smart – and it paid off.