'The Evolution of Wiping,' as Told by Dude Wipes, Is Tough on Uranus

The invention of Dude Wipes has softened the blow

Dude Wipes is taking us back in time to regale viewers with “The Evolution of Wiping.” The :30 from Curiosity begins at a museum exhibit, where cavemen were itchy and irritated from using pine cones, corn cobs, stick sponges … and dry toilet paper. The “Future of Wiping” wing features Dude Wipes used on Uranus, proving that wetter is better.

The ad, the latest under the “Best Clean, Pants Down” platform, will live across Meta, Amazon CTV and YouTube, with a launch on network and cable channels in mid-July.

“Getting butt-wiping work network-approved can be a challenge. So we’re always looking for creative ways to say what we need to say, but in a PG way,” says Matt Cragnolin, GCD at Curiosity. “For example, we knew we needed a side-by-side clean-up comparison of dry t.p. vs. Dude Wipes.”

“But we also knew it needed to be funny and feel at home in our spot. And we also knew it had to be appropriate(ish). So we decided to perform the demo on a planet, mirrored and pushed together so that it looked like a big butt. That planet, of course, had to be Uranus. But just in case networks deemed Uranus too hot for TV, we had an alt saved in our backside pocket: the Moon. Which, honestly, would have worked just as well.”

CREDITS
CLIENT: DUDE WIPES
Ryan Meegan, CMO
Andy Andersen, VP, Creative
Katelynn Ludwig, Director, Brand Strategy
Jordan Barendse, Brand Manager
Pete Carter, Strategic Consultant, Creative Haystack

AGENCY: CURIOSITY
Jeff Warman, Chief Creative Officer
Matt Cragnolin, Group Creative Director
Pam Fraser, Creative Director
Erica Keating, Strategy Director
Laura Matthews, VP, Account Management
Jane Tsivitse, Director, Operations
Sara Kinney, Producer

PRODUCTION & POST-PRODUCTION:
Director: Rich Downie
Riverside Entertainment
Red Creek Productions
EP: Katie Maguire
Producer: Michelle Massanet
Post Producer: Mike Taylor
Editorial Partner – Rock Paper Scissors
Editor: Zoe Mougin & Shelly Rose
Edit producer: Aymi Sanchez
Color Studio: Primary
Colorist: Ale Amato
VFX Studio: a52
Flame Artists: Michael Vaglienty
Online Editor: Chris Riley