Scott has just launched a new short horror film that challenges the bathroom taboo of toilet paper running out.
Released on April 8, “The Unraveling” follows the viral hit, “The Clogging,” which accumulated 2.7 million views on YouTube alone.
The Kimberly-Clark brand, known for its staid product segment, has developed a long-form ad based on consumers' paranoia about running out of toilet paper when they need it most.
Unraveling a Common Bathroom Fear
“The Unraveling,” created by digital agency VaynerMedia, is a thriller-inspired mini-movie that utilizes horror clichés to promote the Scott 1000 with “4x more sheets.”
Before the release of the short film, Scott even put up a teaser on Instagram, which is essentially the concept of the new campaign.
View this post on Instagram
The three-minute film combines horror elements of a creepy and suspenseful soundtrack, over-the-top acting, and scary cinematic effects.
We witness Stephanie and Jordan finishing moving into a new house together, tidying up, storing their stuff and misplacing her Scott toilet paper.
The title card is then shown, “THE UNRAVELING, RUNNING OUT IS A NIGHTMARE,” complete with a clap of thunder and ominous music.
The horror starts when the toilet paper runs out, and Jordan buys a pack of fluffy five-ply that “doesn’t even last long” and tells Stephanie the news that his parents are coming over.
After foreboding scenes of Stephanie finding empty tissue cores everywhere, we finally reach the climax:
The much-awaited day when Jordan’s parents are visiting.
We now see Stephanie on the toilet after finishing her business, looking for toilet paper, and even rummaging for used ones in the garbage basket, only to find none.
The suspense escalates as Jordan and his parents arrive, and Stephanie starts thinking of ways to escape the situation without embarrassing herself.
Her eyes finally land on the embroidered hand towels that were gifted to them by Jordan’s parents.
After doing the unthinkable (yes, it’s what you’re thinking, Stephanie killed the hand towel), she finally emerges from the bathroom. She bumps into Jordan holding a pack of Scott 1000, who happily says:
“I got more toilet paper. You were right, that fluffy five-ply runs out quickly!”
But then he notices evidence of the crime, “Hey, where did my mom’s nice hand towel go?”
We then hear a chilling shriek, as the film ends with the message, “Don’t run out. 4x more sheets vs leading mega roll.”
Engaging Consumers With a Unique Approach
The toilet paper brand recently adopted the nontraditional approach of using long-form videos, finding that foregoing short video ads resonates better with its consumer base.
“We’ve learned that long-form video content with a resonant consumer insight and some lightheartedness at its core becomes much more engaging,” Amber Smith, senior brand manager at Kimberly-Clark, told AdWeek.
View this post on Instagram
This approach is a departure from the usual euphemisms and conservative marketing tactics used in the personal care category.
“We created ‘The Unraveling’ in this format because it’s how consumers want to engage with content — you are watching a movie, yet it does the lift of what a traditional ad needs to communicate,” VaynerMedia Chief Creative Officer Rob Lenois added.
The full film, together with its shorter versions, will be posted on YouTube and other digital platforms, with Smith hoping for the same “overwhelming amount of positive consumer sentiment” generated by “The Clogging.”
