As part of the brand’s Keep it Quilted campaign, toilet paper maker Quilted Northern has launched a 60-second spot that sees three women proudly singing about comfort and their love of the toilet paper.

The ad takes place in a stylised supermarket, where the ‘Quilted Queens’ perform a loo roll-based reimagining of Starship’s 80s classic We Built This City, renamed catchily as We Quilt This City.

Opting to “entertain and charm” rather than mirror the realities of real life too closely, the campaign has been directed by Somesuch’s Tajana Tokyo, the Sierra Leonean British director with a background in dance and choreography.

Previously Tokyo has directed ads for the likes of Apple Music and Amazon Music, and her musicality feeds once again into this campaign.

It was important to Orchard to feature a range of empowered women in the campaign and talk directly to them as they are thought to be the “primary household shoppers”. So working with Tokyo, they saw over 400 women of all ages, ethnicities and body types during casting to create a “diverse trio that could sing, dance and most importantly feel comfortable in their own skin”.

Quilted Northern is not the first toilet paper brand this year to try and rejuvenate the category. Back in March, Andrex with FCB London aimed to break taboos and encourage a healthier relationship with our bodily functions in a duo of amusing spots directed by Andreas Nilsson.

Credits:
Agency: Orchard Creative
CCO: David Kolbusz
ECD: Jimm Lasser
Director: Tajana Tokyo
Production company: Somesuch
Edit house: Cabin Edit
Music: Heavy Duty Projects
Sound design: Barking Owl