Who Gives A Crap

Who Gives A Crap’s video ad: ““Nice, big rolls””

Running 394 days·Facebook and Instagram·Winner

How it opens

“A 48 roll box of our toilet paper can last the average person up to a year. We're not maths whizzes, but that sounds like a great deal.”

Angle: Feature

The first three seconds

A news anchor on television discussing 'shrinkflation' with toilet rolls while centered white subtitle captions appear on screen.

Pattern: News clip hook highlighting a modern consumer pain point

ugc talking head with news clip hook and product comparison demo · Moderate to fast cuts every 2-3 seconds, enthusiastic consumer breakdown

Why it works

It turns a dull, repeat-purchase product into something memorable with one witty line, then backs it with a concrete, easy-to-picture claim about how long the box lasts. The self-deprecating tone feels human and avoids hard-sell language. The data shows it has run for 394 days and is still active across 7 ads and five placements, which suggests the advertiser keeps finding it worth running, though the data doesn't show why.

Who it speaks to: Household buyers who want to stock up on essentials and get good value, and who respond to a light, humorous brand voice.

How it’s built

1. Hook: A playful headline, 'Nice, big rolls', that points at the product's size with a bit of cheek.
2. Claim: A 48 roll box can last the average person up to a year, which turns the product into a simple long-term value story.
3. Humour: 'We're not maths whizzes, but that sounds like a great deal' admits the sums are casual and keeps the tone self-aware and low pressure.
4. CTA: 'Make the switch today' with a Shop now button asks for a low-effort change of brand.

What to borrow

• Use a short, playful headline with a double meaning to stop the scroll on a boring category, as long as it still points at a real product benefit.
• Translate a feature into a time-based claim, such as how long it lasts, so the value is easy to picture and compare.
• Let the copy poke fun at itself to sound human and make a value claim feel less like a pitch.
• Keep the call to action simple and low-friction, such as 'Make the switch', when the goal is to move people from a habitual brand.

Its words

“Nice, big rolls”

A 48 roll box of our toilet paper can last the average person up to a year. We're not maths whizzes, but that sounds like a great deal.

Make the switch today

Button: Shop now

What’s said

The transcript

Shrinkflation. So specifically toilet roll. The toilet roll seems to be getting smaller 40% different And we're gonna prove it with toilet roll. Here we have a Who Gives a Crap toilet roll. We're gonna open it together That is the perfect size toilet roll. We have a supermarket toilet roll. Look at the difference These store-bought toilet rolls are so much shorter than Who Gives a Crap Which means you're paying a lot more money for a lot less toilet roll. Fun deal in my opinion, who gives a crap However, focusing on Who Gives a Crap toilet roll is double the size of a store-bought toilet roll Which means a massive 400 sheets per roll. It's 23p for a hundred sheets Not only that they are a hundred percent recycled and 50% of the profits are donated. Marvel here We should probably look at the quality of these toilet rolls. Literally insane. Super soft, super strong So really why would you buy a supermarket toilet roll when this is better for the environment and better for your wallet? Ditch the shrink lotion and get toilet roll at last

Where and how long

• First ran 11 Sep 2025; still running.
• Run as 7 ads, 7 of them running now.
• Links to uk.whogivesacrap.org.
• Style: Testimonial, Product shot, Offer.