Bridget Bidet
Advertising campaign for a rising company
Bridget Bidet is a customizable bidet company; the name is taken from the famous Bridget Bardot as inspiration. BB is reimagining the idea of being clean by providing a customizable, stylish product geared towards women. A partner and I were in charge of creating a cohesive and creative ad campaign for the company.
Research
The Challenge
The typical user base of bidets is primarily men, especially European men. In America, there is a stigma that bidets are a little weird or uncomfortable, especially among women. For our client Bridget Bidet, we saw an opportunity to create a customizable bidet experience aimed more at women, because women care about hygiene too-sometimes more than men.
The Audience
Our audience is younger women, especially American women, in their 20s-40s. These women care about personal hygiene but are still stuck believing the stigma that bidets are weird/uncomfortable. Some key insights that we found about our audience were that they care about personal hygiene, they generally think that using bidets is unusual/taboo, and they support female pop-culture icons. We used these insights to brainstorm an idea for our campaign.
The Creative Idea
Our idea was to pair provocative female icons with humorous and somewhat provocative headlines to make a statement about bidets that will appeal to women. Make it fun and sexy, just like them! We took inspiration for our ads from ad-guru Tom McElligott. We tried to emulate how he took photos and paired it with copy to make something completely new. How he paired his copy with visuals was often also provocative.
"Your Perfect Backup" Campaign
The Creative Idea
Our idea was to pair provocative female icons with humorous and somewhat provocative headlines to make a statement about bidets that will appeal to women. Make it fun and sexy, just like them! We took inspiration for our ads from ad-guru Tom McElligott. We tried to emulate how he took photos and paired it with copy to make something completely new. How he paired his copy with visuals was often also provocative. I created all the visuals for the campaign, while my partner helped with the concepts and radio spot.
Print Ads
We wanted to use famous female icons to make a bold statement about our bidet.
OOH Ad
Billboard: We used Cardi B, the singer, as the next woman in our strong/provocative ad campaign. She has a song called “I like it like that,” and pairing that with a bidet ad can reinforce with customers that our bidets are customizable and you can get it how you like it.
OOH Ad
Bus Shelter: In the summer, many amusement parks have things to spray people with water when it is hot outside. Our idea is to have something similar to that on a bus shelter, but using different bidets. Each bidet that sprays water would be labeled with the celebrity/woman from our ad campaign who customized it themselves. This way, people will be able to interact with the product in a fun/unconventional way, and it will showcase the customize-ability of the product.
Radio Spot
For our radio ad, we wanted to continue to use Cardi B as a spokesperson for our campaign. The idea for the radio spot was to have Cardi B singing a version of her song "I like it," but revised with lyrics that related to our bidet product. We rewrote the lyrics together and my partner created the recording mockup. Listen now!
Lyrics:
Now I like dollars, I like diamonds
I like stunting, I like shining
I like million dollar seats
A bidet? Yeah, I’ll ride it
Changing temps; adjusting pressure
Different settings, yeah, that hits the spot
It leaves nothing left behind,
custom to me, all mine
You’ll love the sensation
Believe me when I say: “lovin my Bridget Bidet”
Chorus:
Yeah baby, I like it like that
I created my own bidet and
I said I like it like that
You gotta believe me when I tell you
I said I like it like
TV Spot
For the TV spot, we wanted it to be similar to the radio ad but with visuals of Cardi B wearing a robe; she’s sitting at her vanity in a luxurious marble bathroom, the bidet on the toilet is clearly in view. She has a towel in her hair, doing her nightly skincare routine. She is singing along to the first verse. She takes the towel out of her hair, does a hair flip and picks up the brush and starts pretending she's performing, a bidet is clearly visible on her toilet. The chorus begins and she grabs a hairbrush to use as a microphone and sings along. The lyrics highlight our bidet’s customizability and comfort for women. Throughout the song, she tests the bidet, and once it hits the chorus (again) she gets back up and starts dancing and the bidet is doing a “water show” like the fountain on the Vegas Strip and shows off other special features as Cardi continues to sing.
Tag line shows up on screen with Bridget Bidet Logo: “Your perfect backup”