Cannes Lions

BOUNTY PAPER TOWEL

PUBLICIS NEW YORK, New York / PROCTER & GAMBLE / 2010

Overview

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Credits

Overview

Description

This film is a product demo, pure and simple - but with a twist.It's for Bounty paper towels - and the goal was to showcase Bounty'ssurprising and unusual strength.  To do that, we devised an unusualtorture test.  As it turns out, a single, water-soaked sheet of Bountycan support the weight of 11 billiard balls.  The goal was to showcase thismemorably quirky demo in order to trigger some consumer conversation aboutBounty's superiority.  On Youtube, this demo drew 280,000 viewerswithin its first three days - with an average viewer rating of 4.5out of 5.  After just two weeks, Google's metrics department reported that this video was the2nd most successful viral video ever for a packaged goods product.As of April 25th, views were at 537,000 on youtube, with an additional 163,000 views on youtube's Female Nation channel.  

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