Squatty Polity Ad Analysis Essay

For years, scientists have theorized that western culture’s practice of sitting on a raised toilet leads to a myriad of bowel troubles, but never had inventors or advertisers sought to improve the outcome of excretory complications of this kind. In response to the inflammatory conditions associated with sitting, Bill, Judy, and Bobby Edwards created the Squatty Potty :)®, a footstool designed to create the optimal squatting posture for the elimination of solid human waste. Having understood the value of their product, the Edwards contracted Harmon Brothers production company in an effort to create an advertisement befitting the Squatty Potty :)® and its increasing popularity. In a video entitled “This Unicorn Changed the Way I Poop,” Harmon Brothers delivered 2.53 seconds of magical, educational absurdity in the form of the Prince of Poop and his sidekick, a unicorn puppet who smoothly excretes ice cream. Having heretofore realized the current creative attitude of
“anything goes,” Harmon Brothers effectively use sophomoric humor, medieval fantasy, and anatomical facts to make a lasting impression on consumers in a campaign that has been extraordinarily productive.
To introduce the technical purpose of the toilet stool, hand-drawn animations overlaid on the unicorn puppet portray the mechanics of elimination during sitting and squatting positions. The Prince, in comparing the two positions, identifies the malfunction of a kinked colon and the effects of releasing the tension of the puborectalis muscle. The Prince further elaborates on the symptoms that the Squatty Potty :)® can resolve, noting “hemorrhoids, bloating, constipation, and a butt load of other crap.” In ending the demonstration, he also notes that the Squatty Potty :)® “tucks neatly out of sight, thanks to its innovative patented design.” Although the writers provide no statistical or other scientific data, they have effectively incorporated logos into the advertisement with simple animated depictions of the function of the human, and in this case unicorn, body. Overall, the advertisement is well-organized, defines a wide-spread problem, and presents an optimal solution without losing the message in quantifications.
Because the basis for the advertisement depends more upon the purpose of the assistive device in relieving malfunctions associated with incorrect posture and attention-catching absurdity, the writers had to manufacture some amount of credibility by indicating an air of importance. The prince serves in this capacity by lending noble character and implied trustworthiness to the narration of the advertisement. Admittedly, the contrast between the prince’s elegant British accent and the crass nature of his monologue diminishes the strength of his persuasiveness. However, the writers’ clever inclusion of the Prince’s question of trust (“And if you don’t trust me, how about your doctor? Shark Tank? HuffPost? NPR? Men’s Health? Howard Stern?”) serves to validate the fact that many influential people and organizations support and encourage the use of the product. The writers further establish credibility by emphasizing the fact that regular everyday users of the toilet stool have written over two thousand five-star reviews of the Squatty Potty on Amazon.com. By design, the advertisement’s main goal is to create chatter among existing and potential customers.
Harmon Brothers accomplishes this by threading off-color toilet humor throughout the advertisement, in phrases such as “can’t get the last scoop out of the carton,” “smooth stream of fro-yo that glides like a virgin swan,” and “faster than Pegasus laying a sweet sherbet dookie.” The unicorn also receives the sophisticated treatment applied to the prince, as depicted by its artful recitation of a haiku: “O Squatty Potty, you fill me with endless joy, yet leave me empty.” By employing extensive use of alliteration and metaphoric euphemism, the writers engage their audience in a topic that is generally taboo, without having to resort to scatological or obscene language. With the implementation of a medieval setting, the inclusion of perceived nobility, and the anthropomorphism of the unicorn, the writers create a feeling of fantasy that ultimately blunts the edge of unpleasantness related to the
topic.
Thorough analysis of the rhetorical elements used in this advertisement reveals that the writers rely most heavily on connecting with the audience through visual and emotional appeal and humor. Use of stylistic devices is prevalent throughout the advertisement and effect a story-like feeling. Perhaps the most underutilized element, sources of credibility are fabricated in the prince’s character. Although the mention of personal reviews added to be legitimacy of the product, the credentials of more authoritative sponsors could have been detailed.