something about a never ending story

When you're far, far away from a home of brilliant communications, there are certain stories that you miss out on as a result; however, if it has enough impact you can at least enjoy it and appreciate it after the others. Yet, even though great advertising is timeless it should be mentioned that this ad has been around for at least a couple of months now, and for no sane reason I've been a complete jerk not to have posted it before. Anyway, toilet paper-ads often belong in the category of conventional solutions; it's all about softness (naturally one would assume) and cute storytelling. SCA Edet, however, along with their creative agency Valentin & Byhr have executed a campaign that quite brutally, but still charmingly breaks these conventions into something new and definitely more entertaining. Literally, they tell us a never ending story with their pants off. For me it's a brand switching I-will-not-wipe-my-butt-with-anything-but-Edet ad. The song, a mix of Limahl's 'Never Ending Story', is performed by Gothenburg's Cookie Sweetheart and is now, because of the campaign's success, available as single in iTunes.