One particular type of commercial has me wondering… do we still need to test paper towels in a lab? Where is this lab? Who gets paid to hold a paper towel under a running faucet? Why don’t I have a that job?

All that aside, why not create an actual thoughtful campaign based on need that happens to involve your quilted product?

Here’s one off the top of my head. New Orleans is probably still, in some places, dirty as hell. Get a group of volunteers, bus down and get footage of people using your paper towels to wipe ick off abandoned shelves.

Cut the footage, add a promo piece to the finish and air it to all the (you assume) housewives. They’ll eat that up like baby smiles. And (bonus!) you won’t look like an idiot wiping a pre-made puddle of no-one-knows from a too-blue ambiguous surface.

Something tells me you’ll have more credibility after cleaning a real mess, not one created by some kid spraying orange soda all over his mom who sprays him back with water. ‘Cause… you know… that happens. (Duh.)