WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Charmin
Ad Title: Snap - Super Bowl
Business Category: Personal Products
Media Outlets: Television
Country: United States
Region: North America
Agency: Publicis Groupe
Year: 2004
Target: Mainstream
Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Charmin
Ad Title: Snap - Super Bowl
Business Category: Personal Products
Media Outlets: Television
Country: United States
Region: North America
Agency: Publicis Groupe
Year: 2004
Target: Mainstream
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Theme(s)

Homophobia/Transphobia

Sexual Predator/Practice

Theme Breakdown

AdRespect Score: 
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This spot aired during Super Bowl XXXVIII: A football team is in its lineup in middle of the big game, but the ball snap is delayed as one of the players fiddles behind another player's rear. The announcer says, "Whatever he's doing, he sure seems to like it."

(The towel hanging out of the back of the pants of the team member has been switched to toilet paper, and the other player is fondling the paper.)

The clock runs out but the player is still trying to reach around to the other player's rear. "That's an illegal use of hands" the announcer shouts.

The tagline, which makes a double entendre using a football term: "The softest, strongest Charmin for *your* end zone."

This spot claims the "worst" spot of the bottom five from 2004, according to an annual roundup by Adweek.

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