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This thriller-inspired mini-movie from Scott bathroom tissue could’ve been called “Potty Nightmares: Number 2.”
Alas, it’s not—decide for yourself if that’s a missed opportunity.
The brand, continuing to break with marketing convention in the personal care category, developed a new long-form ad based on consumers’ paranoia about running out of toilet paper … when they need it most.
The cheeky three-minute video, ominously called “The Unraveling,” leans into classic horror film tropes, putting its heroine in imminent danger (of everlasting shame) and turning her into a murderer (of a fluffy hand towel).
Creepy and comic
“The Unraveling” is a follow-up to last fall’s viral hit dubbed “The Clogging,” which snagged 2.7 million views on YouTube alone and convinced Scott to return to the cinematic well with a new mashup of creepy and comic.
It’s a nontraditional approach for a staid product segment, which may explain why it worked, per the brand.
“We’ve learned that long-form video content with a resonant consumer insight and some lightheartedness as its core becomes much more engaging,” Amber Smith, senior brand manager at parent company Kimberly-Clark, told ADWEEK, noting that the approach gets across the brand’s “personality and values” in a different way than typical 30-second commercials.
“The Unraveling,” like its predecessor, comes from VaynerMedia and touts Scott 1000, depicted in the spot as far superior to a generic brand. In the tension-filled setup, newly cohabitating couple Stephanie and Jordan make a bad shopping choice, causing them to constantly run out of the second-rate TP they bought.
