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Handee Ultra plays on people swearing after making a mess in ‘This is the good sheet’ push

Handee Ultra is taking a leaf out of Kmart’s advertising book with its latest ‘This is The Good Sheet’ campaign which sees a variety of people say ‘sheet’ when making a mess before cleaning it up with the product.

Created by Venus Communications, the TV spot is pushing the brand’s interlock weave technology and launches the new packaging.

Handee Ultra general manager of marketing Mark Davis described the spot as a “fun and honest” look at how people respond to spills.

“We’re delighted with the idea and the strategy behind it. Handee’s target consumer don’t take themselves or their mess too seriously, and this campaign takes a fun and honest look at how we respond to spills, while clearly demonstrating the brands superior strength and absorbency,” Davis said in a statement.

Venus Communications ECD Bec Brideson said in a statement: “Paper towel is a relatively low-risk, low- involvement category so we needed to soak up the consumer’s attention with a human truth around spills. ‘The good sheet’ not only provides a laugh, but makes the Handee Ultra towel the hero.”

It is reminiscent of Kmart’s 2013 viral ‘Ship My Pants’ US campaign.

Handee Ultra credits:

  • Client and Brand: Asaleo Care – Handee Ultra paper towel
  • Yvette Crimmins, Account Director
  • Executive Creative Director: Bec Brideson
  • Creative Director: Emma Hill
  • Producer: Zaylee Saydam
  • Group Account Director: Angie Douglas
  • Strategy Director: Miles Mainwaring
  • Production House: 8 Com
  • Director: Matt Palmer
  • Executive Producer: Kim Kirby
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