Sorbent set to help tennis Number One

Sorbent set to help tennis Number One "Wipe Out" the competition

It's every bathroom visitor's worst nightmare. Sitting on the "throne" and discovering - horror of horrors - there's no toilet paper.

But it seems world number one tennis hero Lleyton Hewitt can see the funny side.

Hewitt is appearing on New Zealand television screens getting "caught short", all in the aid of promoting Sorbent, a New Zealand leading loo paper.

The advertising campaign, representing an Australasian media investment of around $6 million, launches on New Zealand public television channels this Sunday (January 19) and opens with images of an empty tennis court. The crowd is awaiting the appearance of tennis ace Lleyton Hewitt to the court but the sports star has discovered during a "comfort break" there's no loo paper.

An urgent cellphone call to his mother, who's watching in the stands, ensures a four pack of Sorbent loo paper is lofted down to the ballboy who delivers it to the desperate Hewitt, ensuring he can make it out onto the court to "wipe out" his opposition.

The new ad sees Sorbent "tossed" out of the traditional bathroom setting and into a more exciting and contemporary environment.

The high profile television advertisement and supporting outdoor media, reinforces Sorbent's modern brand personality while at the same time injecting enormous humour, according to Jason Kilgour, Business Manager - Bathroom NZ, for manufacturers Carter Holt Harvey - Consumer Brands.

"We are expecting this new television commercial to win affection both from tennis fans and non-tennis lovers alike, thanks to the humility and humour Lleyton Hewitt exudes in the advertisement," says Mr Kilgour.

"Lleyton Hewitt was the perfect choice for the campaign as he reflects similar qualities embodied in the Sorbent brand - contemporary, confident and a fervent desire to be number one! Both the brand and Lleyton are all about "striving to wipe out the competition".

According to Mr Kilgour there were significant benefits through using humour to express Sorbent's brand personality, as everyone enjoys a laugh.

"The campaign laughs loudly at the funny things life dishes up, something we can all relate to when visiting the toilet only to discover there is no toilet paper," he says.

Editor's note: It seems Kiwis are already enamoured with this campaign. A Parnell billboard featuring a still of Hewitt and the Sorbent ad has been stolen.

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