Come back, Mr. Whipple!

Yes, I know that some people still call this "bath tissue" or "TP". They can't even say the name of it. But I think Charmin has gone a little bit too far the other way.

The first time I saw the TV ad with the bear going behind a tree, I thought: they're showing an animal defecating. Yes. That's what they're showing. He's pooping on TV.

This progressed, or regressed, to a bear cub who had "little pieces left behind". Charmin promised not to do this, maybe due to its softness, its super-absorbency, and its ability to wipe the anus clean with efficiency and charm.

Then there came a phrase that made my jaw drop. "Charmin. Enjoy the go!"

Enjoy the. . . go?

I couldn't quite believe what I was seeing, but there it was. It just gobsmacked me, is all. From all this secrecy and euphemism and coyness came a sudden encouragement to really enjoy taking that big ol' dump every morning.

Well, what else could it be?

Charmin really went all out to promote this questionable campaign. They put on a big - what would you call it, anyway? A bathroom exhibit, full of jolly, funny wordplay on excrement and other bodily wastes. I've seen YouTube video of it. I think it was in New York. The people attending it looked dazed. One of the exhibits was called Sit or Squat, some sort of road map to get to the crapper in your neighborhood.

Yeah, I know, maybe this merry, celebratory approach to elimination is "healthier" than secrecy or shame, which is what most people feel or they wouldn't be so careful not to make a noise or a smell. And I am the first to appreciate a clean, well-appointed public restroom (which accounts for less than 10% of what I see in stores and restaurants - and let's not even get into service stations).

But. . . "enjoy the go"? Hasn't Charmin received any complaints from the public? Who thought up this lame, silly, immature thing anyway, this slogan that a six-year-old would giggle over?

Some ads are so clumsy, the seams show, and this is one of them. It's contrived. It's even offensive. The geniuses on Mad Men would be horrified.

Is the country ready for clever word-play and jibes about our need to piss and shit every day? I think I'm going back to Purex, thank you very much.

Blurple, blurple, blurp, blurp

Herewithin and forsooth, my absolute, all-time favorite TV ad, something worthy of Mad Men's Don Draper on a good day. I've analyzed it frame-by-frame, and I'm still coming up with things I didn't see or hear in it before.

We hear almost before we see - a hesitant, then more self-assured sound, a coconutty sound of something blipping and blurping appealingly in a funny sort of tune. Then we see a trio: a suggestion of breakfast in the upper left corner (on circular plates, the first of many circular motifs), and, dominating the picture, an old-style (then standard) "coffee perc", the kind that produced a burnt, tongue-dissolving brew.

The camera loves this pot, for soon it's zooming in, tight, then tighter. The top of the perc, the blippy part, suddenly fills the screen in a closeup that can only be described as intimate. It appears to be repeatedly ejaculating into the little glass dome. By now the merry coconut theme has accelerated and is clopping away, something only a musician could compose. ("Hey, let's put some sound effects in the background. You know, the sound of the coffee perking.")

Meantime, we have a shot of the pot exuding, nay, gushing steam, in a sensory blast that dares us to inhale. The next shot is so brilliant I swoon when I see it: the wide, round, white cup poured full of black coffee sits in the very back of the frame, surrounded by nothing. Nothing! Just the cup. Then a giant male hand comes out from the right-hand side, picks up the cup and lifts it up and forward so that the black coffee fills the entire screen.

Jesus!

Some giant is drinking this coffee! Then comes another arresting shot: the cup and the coffee can standing next to each other, two circles, with the dominant image on the right. It's said that Mickey Mouse is so appealling because he's made up of circles, maybe because they're non-threatening and remind us of ova and baby's heads.

One more split-second shot of the coffee being poured, a sort of review. (This is like some sort of mini-drama in one minute: it's crammed with images, but somehow seems leisurely.) Then in the next shot (every one is significant in this ad), someone is holding up the round can to face the camera. The rich-looking ground coffee is literally shoved in our faces, and on the left-hand side there is a small avalanche of coffee that might just have happened by accident, and was kept in for sensory value.

I haven't even mentioned the voice-over, which is equally brilliant: see, smell, taste the coffee flavor! As with most early ads, there is a lot of repetition, but in this case it's more hypnotic than annoying. The name Maxwell House is mentioned five times in one minute. "Taste", as in "tastes as good as it smells" or "taste the coffee flavor", is mentioned six times. This ad appeals to every sense (listen, look, smell, taste) except touch, but that's why that big hand comes into the frame, almost erotic.

When you first watch the ad, none of this registers. You have no awareness at all of the fact that you're hearing the brand five times, or that "tastes as good as it smells" (the slogan) is being drilled into your subconscious. Some guy in a rumpled suit with a hangover came into the office, plunked himself down and said, "Well, guys, I've got it."

"How's that gonna work? It's too simple."

"But that's just the point. We want nothing but straight, clean, simple images, with circles, tight closeups and a lot of repetition. We want those idiots at home to listen, look, smell, taste the coffee flavor, whether they want to or not! We want them to hear "tastes as good as it smells" so often, they go numb."

"But what's going to happen at the grocery store?"

"Nothing. But faced with a few varieties of coffee, their hands will gravitate. They won't know why. In their subconscious, they're going to hear that blurple, blurple, blurp, blurp. . ."

"Hey, I've got a better idea. "You get a cup and a half of flavor. . . "