This magazine back cover ad’s headline screams: “Bold makes
sure you won’t have to ask him ever again.”
What demographic is the ad aimed at, exactly: people held
captive by a maniac, suggesting if they’re forceful enough, they won’t have to
beg to use the bathroom in the future?
No, I get it: it’s about the toilet seat. But that’s not the
first thing that entered my mind when I saw this ad, with its totally black
page: it made it seem like some kind of torture dungeon/hostage situation.
They could have said, instead: “Bold makes sure you never
have to ask him to put the seat down again.” But they don’t. (Of course, that
could mean she gets bold and shoots him. After all, reportedly most divorces
are about stuff like the toilet seat and the toothpaste cap, that build up for
years and just snap, so it’s really not a small issue. In fact, maybe the
headline should say that many divorces are over the toilet seat issue, so
Kohler is taking the bold step of doing their part to remove that issue for
loving couples. Then they could say they make bathrooms that keep homes
together.)
