Pardon the headline.
But it is quite appropriate.
I'm not going to describe the idea.
I'm not going to even begin to dissect how utterly and completely, unbelievably moronic this is (Vice have already done a cracking (sorry) job of that).
I'll just say this:
For many years, Andrex have deftly, cleverly, managed to build a strong brand that expertly sidestepped the very unappealing reality of what their product is for.
It has been an object lesson in advertising really.
Whether you 'like' the kind of cheesy nature of the advertising or not, Andrex has been engineered to mean fluffy puppies - with their associated niceness, softness, happiness, comfort.
It has helped them become a household name, one of the most, if not, the most recognised name in the category.
Well until now, that is.
This is the unhappy consequence of when those idiotic conversations prompted when someone says they want something “More interactive, you know, that engages the audience?” are allowed to actually become reality.
And to top it off, there is no part of it that isn't awful.
Even the execution is horrifically bad in every way that it is possible to be bad.
What must the original architects of Andrex's success be thinking?
Surely, with all of the meetings and presentations that advertising has to go through these days, someone, at some point, must have pointed out how bat-shit-crazy this is?
Have a look at it (and read Vice's superb write-up) here.
I just wish I could wipe it from my memory.