When it comes to advertising toilet paper, there are usually two approaches. Humorous, or a performance demonstration showing how product A is stronger and more absorbent than product B. In an attempt to break that mold Ignyte from Munich Germany with VTC have created a beautiful 3D animation set to a cover of the Pixies “Where is my Mind” by Sunday Girl. The 60 second spot reveals white on white layers of folding paper that moves in time to the music with mesmerizing effect.
The only let down is the VO at the end which seems to kill the effect. I don’t speak German, and there was no subtitle option for the clip on YouTube. I don’t think that it is much of a stretch to assume that the VO is a marketing message for the product, and one that is needed to convey what the product is, although it is fairly evident in the last 7 seconds of the spot. Frankly, i think they could have run this without the VO and just the Level logo at the end with equal impact.