Pucker up for Bidetlity's provocative new campaign
There’s no delicate way of describing Bidetlity’s device, but its amusingly vivid adverts are gaining the right kind of traction.
A new advertising campaign for Bidetlity, a bidet manufacturer, has raised eyebrows and ignited online conversations due to its bold and provocative imagery.
The device is essentially a portable bidet: the sort of novel product that’s primed for online curiosity and titillation. We’re reminded, in fact, of the Shewee product which allowed women to use urinals.
The ad, created by Joan Creative, features a close-up of puckered lips with a playful tagline: "Get ready to pucker up for a cleaner experience."
The puckered lips visual, paired with sleek shots of the product, are intended to convey a sense of ‘intimacy and cleanliness’ in a humorous way.
The Bidetlity campaign has not been without controversy, however. Social media platforms have been abuzz with mixed reactions. Some users praised the ad’s bold creativity, with one post stating, “Bidetlity’s new ad is cheeky and brilliant, love the confidence!” Others, however, found the imagery inappropriate, arguing it sexualizes a mundane product. “Puckered lips for a bidet ad? This is a miss,” one critic posted.
Bidetlity designed the campaign to challenge conventional marketing norms and highlight the personal benefits of its products. The company reported a 15% spike in website traffic since the ad’s release, suggesting the controversy has driven interest.
Our take
If you’ve spent enough time in the creative industry, you’ll be extra susceptible to those ‘aha’ moments, when you just know a product is going to get some serious attention. A bit of comedy, a touch of controversy, and a new approach to a common task (yep, cleaning your butt in this instance) makes for a winning viral mix.
I had a similar reaction to Taylor Herring’s ice bath stunt for Aldi this week: that ‘slap yourself on the head’ moment when you realise a product was crying out for mass attention, given the right creative.
The Bidetlity ads are a little, ahem, ‘vivid’ for my sensibilities. But objectively, I can see the genius at play here.
The nearest comparison to this phenomenon, I think, was the reaction to the Shewee device, as mentioned earlier, which seemed to carry a similar sense of shock and awe.
It goes to show, if you get the creative right, and judge your audience well, you can make a virtue of being the butt of people’s jokes.
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