The first print I saw in this campaign was the one with the man by the sea. I am unfamiliar with Bref WC GEL, and therefore brushed it off as an ad for sea-smelling hair gel. However my interst in the photography led me to examine it closely. Wait, is that man urinating? Then turning attention to the lavender image. Wait, that man is also relieving himself publicly. An ad for hair gel? Bull faeces.

I know it wasn’t their intention for me to think it was an ad for hair gel, but it definitely got me giggling at the thought of my thought. I assume that Bref WC GEL has sufficient branding in Romania as a toilet cleaner, and thus many would notice the urinating man.

The artwork is quite good. The vast image effectively appeals to the senses and assures an ocean/lavender filled toilet. (The condition however is that such a scent come with a hint of urine/faeces).

If you didn’t see the man urinating or defecating, you would think it’s another picture for the wall of a stale hotel or snooty office.

If you did notice this man i believe there’s a good chance you thought “I’m sure I saw that guy outside the pub the other night.” There is an even better chance you thought “Oh I did that the other night.” The only difference between real life and this campaign, is often there are spectators. And a heavy fine.

Advertising Agency: TBWA/Merlin Bucharest, Romania
Creative Director: Alin Marghidanu
Art Director: Catalin Scripca
Copywriter: Manuel Nistor
Photographer: Carioca

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