Notes from the Mediascape: Charmin spoils public washroom users

Deluxe loos feature TVs and tuxedoed attendants.

New Yorkers are once again stepping into plush potties this holiday season, courtesy of Charmin. The toilet paper company rolled out the campaign yesterday in Times Square, where it will be operating the free public restrooms daily until the end of the year (except Christmas Day).

The 20 stalls come with flat-screen televisions, attendants dressed in tuxedos and plenty of Charmin to make sure tourists feel like kings sitting on thrones. Actress Molly Shannon opened the first stalls, and the inaugural royal flush was made by pop singer and Broadway star Joey Fatone this week.

More than 420,000 people from 100 countries visited the restrooms during the inaugural 2006 holiday season. This year, stalls will also be available to the massive New Year’s Eve crowds. New additions to the facilities include specially designed water-conserving Kohler toilets and faucets and Charmin’s newly designed bath tissue lineup, Ultra Soft and Ultra Strong.

The campaign’s media buys (including the very specific execution pictured) were handled by Publicis New York.