We’re not saying you’re a caveman if you’re still wiping with toilet paper…okay, we are. Our latest DUDE Wipes spot takes man through the evolution of wiping, from cavemen scratching their butts on trees for relief, through all the archaic ways we used to wipe with dry stuff…we’re looking at you Toilet Paper, to the discovery of a wetter, better clean with DUDE Wipes.
Convince men 18–44 that the toilet paper they think is good enough, isn’t cleaning good enough.
They need to stop wiping like cavemen and switch to DUDE Wipes.
When we launched the “Best Clean, Pants Down” campaign, it was all about building awareness and sales, and we crushed that—DUDE Wipes went from a $70M brand in 2022 to a $200M brand in 2024. Butt, even though we’re clearly now on men’s radars, many still feel their dry toilet paper is doing a “good enough” job. We need to show them that the itch and irritation they often feel in their behinds is caused by what’s left behind from dry wiping. We need them to understand that not getting fully clean is the problem and that wet-wiping with DUDE Wipes is the solution.
In a sound stage in Mexico City, director Rich Downie from Riverside Entertainment helped us bring the “Museum of Rear End Innovation” (although our beautiful sign didn’t make the cut) to life. It’s here, our “historian” walks us through the evolution of wiping where we learn that dry stuff like dry corn cobs, communal sponges on a stick, and the toilet paper many still use today, is the root cause of all our itchy butt angst. The Future of Wiping is wet DUDE Wipes that, unlike TP, won’t leave debris behind on Uranus.
