Bidetlity uses satire to flush out toilet paper habits

Berlin-based hygiene startup Bidetlity has launched The Wipemare, a satirical campaign film challenging the continued use of dry toilet paper in Western cultures.

The campaign presents a fictional world in which people clean everyday messes by smearing dirt with dry paper instead of washing with water. Through exaggerated scenarios involving cars, dishes and floors, the film draws parallels to personal hygiene habits that the company argues have remained culturally unquestioned in many Western countries.

Bidetlity extends debate around hygiene habits

Bidetlity said the campaign builds on discussions sparked by its earlier Clean Kiss campaign, which generated online debate around wiping versus washing practices. With The Wipemare, the company aims to push the conversation further into mainstream culture through humour, discomfort and internet-driven storytelling.

Corinna Jänsch, head of brand, Bidetlity: “More than 70 percent of the world already cleans with water. But in many Western cultures, intimate hygiene is still oddly stuck in the past. We wanted to take that logic out of the bathroom and expose how absurd it suddenly feels everywhere else.”

The campaign is centred around the question of why water is widely accepted as the preferred cleaning method in most contexts while intimate hygiene continues to rely heavily on dry paper in parts of the West.

Generative AI used to create surreal visual world

The film was produced entirely using generative AI technology to create realistic but intentionally unsettling scenes. AI direction and art direction were led by director and prompt artist Axel Schilling in collaboration with Berlin production company LeBerg.

Marco Obermann, managing creative director, LeBerg: “In online discussions, people often explain the logic with a simple comparison. If a bird pooped on your shirt, would you smear it around with dry paper or wash it off with water? Generative AI allowed us to push that thought experiment into a surreal version of everyday life until the absurdity became impossible to ignore.”

Bidetlity said the use of AI enabled the production team to create a world that appears recognisable while gradually becoming increasingly uncomfortable for viewers.

Campaign rolls out across digital platforms

The campaign launches with a hero film, a dedicated website and a series of shorter social videos distributed across YouTube, Instagram and TikTok.

Bidetlity said the work is intended to challenge cultural taboos around intimate hygiene at a time when conversations around wellness, nutrition and mental health have become more widely accepted in mainstream culture.

The company added that The Wipemare uses satire and exaggerated logic to encourage audiences to reconsider habits often treated as socially unquestionable.

www.bidetlity.de

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