Embracing (but not squeezing) Mr. Whipple
And yet, far from celebrating Mr. Whipple, the advertising community frequently derided Mr. Chervokas' brainchild as emblematic of the crass, lowest-common denominator pandering for which the industry was often denounced. (And judging by the title of a popular manual on copywriting, that animosity has yet to dissipate.)
...would inevitably be caught compressing the toilet tissue himself; guiltily, compulsively, like a pervert caught in the act.
People who looked at the commercials made a snap judgement in the first five seconds that yes, it's a Charmin commercial, but tune out. They wouldn't pay any more attention to the rest of the commercial, which looked like every Charmin commercial they had ever seen."
...how about a funny demonstration of softness? Just what are the standards of softness?Soft as a feather? No, it makes you think of tickling.Soft as a baby's behind? Not bad, but too restrictive.Soft as silk. Overpromise.
Now how do you go about measuring something like softness?Fall on a pillow.Hug a pillow.Squeeze a...Squeeze a what?
...what does mom do in the supermarket?She squeezes the melons. And the tomatoes. And the bread.To see if they're soft.Then... Then... Why not use the same test for Charmin?
Supermarket managers will flip their corks.
Okay, then, let's tell them not to squeeze the Charmin.