In any other business, a forgettable experience is a bad thing. But in the bathroom, having a toilet paper that’s designed to be forgotten is the best thing you could ever hope for.

Our campaign takes pity upon the adorable bath toys, old family photos and ceramic rabbits who are doomed to live in the bathroom, all stuck with unfortunate views of the toilet. They are forced to see all and forget nothing.

Birds brings attention to a bird wallpaper that covers the bathroom walls. The birds are frozen on their branches as they gaze upon the toilet.

VO: The people who come in here use Quilted Northern, a toilet paper that works so well,

they completely forget their experience.

VO: But these indigenous North American birds see all and forget nothing.

Each perched with a view arguably worse than the rest.

VO: Except this one, who has an outlet for a face.

VO/LOCK-UP: Quilted Northern. Designed to be forgotten.