Today, over 80% of households in Japan have a bidet seat, but Americans have just started to follow suit. TOTO USA, the Americas divisio...
Today, over 80% of households in Japan have a bidet seat, but Americans have just started to follow suit.
TOTO USA, the Americas division of the TOTO Global Group and world’s largest plumbing manufacturer, has teamed up with advertising agency barrettSF to create a new video for its WASHLET, a high-tech bidet seat. Aimed to change America’s approach to bathroom hygiene, its message is simple: you should use water for personal cleansing.
“99% of Americans don’t use bidet seats”, commented creative director and avid WASHLET user Aryan Aminzadeh, “But once you do, you realize you’ve been performing a daily activity the wrong way your whole life.”
To show us how the WASHLET works, the video follows a man toting a seemingly endless hose. The man makes his way through several scenes, spraying water to clean everything in his path – from a dumper, to a tray full of buns, to a backdoor, a brownie box, and a poster featuring the planet Uranus.
“We liked the idea of using American euphemisms to appeal to the U.S. market,” said a TOTO representative. “Interestingly, in Japan, no euphemisms for the word ‘butt’ exist.”
The video was directed by Cameron Harris of Gravy Films. As a native New Zealander, where toilets are rumored to flush backwards, he brought a global perspective to the project.
The video debuted online Tuesday, October 24th on a variety of platforms.
For those who prefer a more immersive experience, the video will also be screened regularly at Concept 190, TOTO USA’s one-of-a-kind showroom. There, visitors can test drive anything from the WASHLET to the top-of-the-line NEOREST in one of four private experiential bathrooms.
For more information, consumers may visit www.concept190.com/wfyw or call 1.415.658.6995 ext. 3401.
Advertising Agency: barrettSF, San Francisco, CA (USA)
Founder/Executive Creative Director: Jamie Barrett
Creative Director: Aryan Aminzadeh
Associate Creative Director: Brad Kayal
Copywriter: Jeff Tune
Art Director: Jessica Sugerman
Founder/Managing Director: Patrick Kelly
Account Director: Molly Friedman
Account Supervisor: Emily Brody
Head of Broadcast Production: Conor Duignan
Broadcast Producer: Charlotte Dugoni
Client: TOTO USA
President Operations/E-Commerce: Bill Strang
Senior Director, Washlet Division: Yasuhiro Zaima
Director of Marketing: Emilee Chappell
Assistant Manager: Amy Rubinger
Assistant Coordinator: Astrid Vazquez
Production Company: Gravy
Director: Cameron Harris
Owner/Executive Producer: Brent Stoller
Staff Production Coordinator: Alice Bearn
Line Producer: Sloane Skala
Editorial: Cut + Run
Executive Producer: Deanne Mehling
Producer: Jared Thomas
Editor: Pete Koob
Assistant Editor: Chris Kasper
Sound & Mix: One Union
Sound Engineer: Eben Carr
Producer: Lauren Mask
Music: New Math
Creative Director/Partner: Raymond Loewy
Head of Production: Elizabeth Munoz
Composers: Joey Spallina, Raymond Loewy, David Wittman and Kala Sherman
Managing Director & Partner: Matt Notaro
Producer: Nick Castillo
Colorist: Chris Martin