down there care

care for every down there

The toilet paper industry totes cartoon bears and angel babies, ignoring the realities associated with using the bathroom. It was time for a brand to challenge the category and get real. And raw. And steamy. And swampy. Enter Cottonelle: the only brand with the right kind of care, for everybody's down there. Currently captivating and polarizing audiences everywhere.

a quirky ensemble

We created a colorful, quirky ensemble of characters to feature across the campaign, each character representing a different need state and product. Headlines feature a down there metaphor that's paid off with the message “Cottonelle has the right kind of care, for everybody’s down there.”


all projects

the banned book clublet freedom read

oikossuper bowl


chevyglobal campaign

citidouble cash card

national kidney foundationbad song. good cause.

citi + no kid hungrydine and do good

chevydistracted driving app

new york bakerybaked proud

ad counciltake time to be a dad

founderslabel design

work +various

© Kelly McGuckin 2024