Observed Signal · Sep 11, 2026 · Opinion / Commentary · Source: The Drum · Impact: 2/5 · Sentiment: Neutral
Creative & Content Market: The Drum Columnist Explores Marketing's Obsession with Toilet Humor
Columnist Oscar Quine explores the recent trend of toilet humor in advertising, from Marks and Spencer's fiber marketing to Pampers' 'Poonami' and Super Bowl 'Toilet Bowl' ads. He applies Freudian and Bakhtinian theories to analyze why brands use scatological themes, suggesting that such humor grabs attention and reflects cultural shifts. Quine discusses campaigns by Andrex, HelloFresh, Liquid Death, and Who Gives A Crap, and touches on concepts like 'enshittification' and the protein obsession. The article is an opinion piece that uses psychoanalytic frameworks to interpret advertising trends, concluding that creativity is essential to avoid formulaic taboo content.
Opinion piece analyzing a creative trend in advertising, moderate relevance for AdTech as it highlights attention-grabbing strategies.
Key Takeaways & Evidence Grounding
- HelloFresh ran a Pride social media post promoting high-fiber meals with the promo code 'BOTTOMSUP'.
- Pampers coined the term 'poonami' in its advertising.
- The 2026 Super Bowl was dubbed the 'Toilet Bowl' due to numerous poop-themed ads.
- Marks and Spencer asked the UK government to allow terms like 'fecal bulk' in fiber marketing.
- Liquid Death collaborated with Good Wipes on a 'buttler' themed ad campaign.
Connected Companies & Entities
3 Entities mappedPampers
Baby-care brand selling diapers and wipes under Procter & Gamble.
“Pampers' 'Poonami' campaign....”
M&S
British omnichannel retailer for food, clothing, home and beauty.
HelloFresh
Meal kit subscription brand with grocery, prepared meals and retail media.
“HelloFresh's Pride social media post promoting its high-fiber meal options....”
Ontology Mapping & Concepts
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