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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Bounty
Ad Title: Hurdles
Business Category: Household Products
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Arnold Worldwide
Year: 2004
Target: Mainstream
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Theme(s)

Camp/Gay Drag

Dude Looks Like a Lady

Theme Breakdown

AdRespect Score: 
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A couple of oppressively built men dressed as "housewives" in frumpy frocks and poorly matched heels are on a Olympic track, poised to take off from the starting blocks. They are flagrantly unconvincing as women, with wigs and facial hair.

Ahead of them is a series of "hurdles" that are actually small kitchen counters with stains to be wiped off.

The narration introduces them: "The next event is the 100 meter kitchen hurdles. A tough one for these tough housewives, Brenda's in green in lane one."

Brenda takes the lead after conquering her first stain with her Bounty towel. Audrey lags behind.

A mock-commentator details the events of the race: "Oh! She's out of the blocks brilliantly, drives into hurdle one, a wet sheet of Bounty. What an action! And now onto hurdle two, and the towel goes with her. Great rinse and reuse technique. Astonishing!"

Audrey is seen fumbling with her generic paper towel as she tries to keep up with Brenda.

The commentator continues, "Oh and Brenda's away! And Audrey's in real trouble but still the same towel for Brenda."

Audrey's towel now has a hole in the middle. "Audrey's gone! It's all fallen apart!"

"It's gold for Bounty! Oh, brilliant!"

A victorious Brenda parades through the finish line, waving her paper towel in pride.

The ad concludes with an image of Brenda holding a roll of Bounty, and the screen reads: "Time for others to throw in the towel?"

The ad earns an Equal rating because the humor of the ad is not based strictly on the Bad Drag.

The Bounty campaign featuring the tough housewives has been on the air since 2001.

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