Brief: Create a memorable ad that eases the mind of the consumer when going number 2.

Challenge: Find a way to communicate the odor-fighting qualities in as few words as possible.

Solution: The ad can be taken as a double meaning, but I wanted to be clear that whatever comes out of your bottom and what’s at the bottom of that toilet won’t stink up the place; hell, it may also save you money on your water bill if you aren’t always having to do a courtesy flush.

Result: An informative, yet simple ad that uses a simple visual and headline to help customers keep peace of mind when going number 2 without making others gag.