“So clean that you can kiss him” or “finally a female treatment via oral.” They are two different copys that have accompanied the image of some Fruncid lips that evoke the form of the anus. A creative resource that has been used on several occasions over the last years to publicize products of such disparate categories as hygiene, medicines or chewing gum.
Bidetly’s campaign
The most recent reference has come from the hand of Bidetli, German brand of portable anal showers, and the creative agency Joan Creative Berlin. Under the slogan “So Clean You Can Kiss It” (“So clean that you can kiss it”) a campaign has been articulated that seeks to highlight the virtues of the product promising an anal cleaning superior to which any toilet paper or wipe could offer.
The campaign, activated in April, consists of a series of graphs with a simple approach: the image of the mouth and its allusion to the anus, and the message that gives the work title. It has been activated on social networks, specifically, on Instagram and Tiktok, where it has had the participation of content creators, and also in external advertising supports in Berlin and Hamburg.
It is a daring creativity and that is about break communicative conventionsnot only around the product, but to the way of communicating it, since some body elements continue to be taboo In the advertising industry. The brand creates a casual game with the audience by establishing a visual parallelism that allows it both to communicate the attributes of your product, and build your brand personality.
Daflon’s campaign
That is what he also sought previously Daflonbrand of the Farmeceutico Servier group, with the campaign devised by Tech Brand Stories (TBS), Telefónica’s creative producer and agency, with which she has been working for more than a year. Called “Morritos”, the campaign was launched last February and already used the image of the frocid lips alluding to the form of the anus as a concept to publicize its oral medicine to combat hemorrhoids.
It was part of the “First Oral Treatment” campaign, and was activated in print media, specifically in the newspaper The reason On March 24, and on the social networks of the brand on February 20.
“Morritos” has obtained a mention in the Palmarés of the National Creativity Awards 2025, granted by the Creativity Club, In the Health category.
Éric Bech, Creative Executive Director of TBS, has been in charge of pointing out similarities and remembering Spanish creativity when the Bidelity campaign has gained traction among the creative community in LinkedIn.
In comments a Reason.WHY Bech claims to have contacted the brand but has not received an answer yet, and has contacted the media that have echoed the Bidetli campaign to share their work. Point out feeling upset by the reactions by non -rectifying. “We are a small agency within a large company such as Telefónica. But in this sector all the actors know how difficult it is that good ideas see the light, and we should be much more responsible with our work”, He says.
From Reason.WHY We have contacted the Joan Creative agency and the news will be updated when we receive more information.
Other campaigns
Bidetly’s campaign has also brought up Previous works that have made use of a similar visual resource, as has been responsible for pointing out the portal Joe the Pompededicated to collecting similar advertising concepts, either by coincidence, plagiarism or imitation.
In this case the portal refers to brand campaigns White Night, to promote your products against oral breath, attributed to DDB Brussels; and of the gum brand Stimorolattributed to the Lowe Bull agency and that would have collected a Shortlist in the 2005 edition in Cannes Lions.
