LUIS POMBO / ART DIRECTOR

— AGENCY

Saatchi & Saatchi

— ROLE

Copywriting

Serenading the clients

— YEAR

2024

Charmin Ultra Soft is the softest toilet paper on the market. But it’s hard to get the idea of softness across on audio, a medium not known for its ability to convey touch.

So, we partnered with iconic, beloved Merengue singer Elvis Crespo and rewrote his hit song from the 90's, Suavemente, to talk about the softness of Charmin’s sheets instead of the softness of his lover's lips.

(Warning: If you're a Spanish speaker who loves the original song, this spot may worm its way into your brain any time you hear the song and completely ruin it for you)