Before I start this post, I should just qualify that this is my opinion and not that of P&G (Well, it might be but I don’t want to say it is if it isn’t.. or is…)

Last night, as I watched TV from my wok-side, I noticed that Plenty, the paper towels company from P&G had a new above the line advertising creative.  Being the geek I am, I left the beef cooking and wandered over to be confronted by ‘Juan Sheet’.  Juan, the new hero of the household spill arrived as soon as the damsel in distress poured orange over her counter.  I say poured because she didn’t spill it – unless she has a prosthetic hand that cannot grip – the orange didn’t jump, it was pushed.  Juan, a slightly camp matador/musketeer type character saves the day by only using one shit and then….

Wait, did he just say one shit?  Does he mean sheet?  Of course, after speaking with my Spanish friend, I realise most people from Spain sound like they are saying shit when pronouncing sheet (his face went very red when I asked the question) but why oh why would P&G use a character like this when the gaff is so obvious?

Was it 100% necessary to have a Spanish matador pick up where Brenda and Audrey left off (it is a bit of a jump no?).  I like the use of the sheet in the same context of the matador cape but would the advert live or die without it, in my opinion no.

I may be looking into this far too much but I believe that with all the care and attention P&G apply to their brand communications, they like the fact that this could spark conversations.  I challenge you not to hear sh*t now when you listen to the advert.

And let’s not even mention to long shot of Juan’s rear….  If you were to deconstruct this advert piece by piece, there should be only about 4 key messages.  Unfortunately for me, one of those messages is really, really sh*t