Quilted Northern Parodies 'We Built this City' in New Campaign

Toilet paper brand Quilted Northern has teamed up with agency Orchard Creative for an exciting new campaign that parodies an iconic '80s song. 

The "Keep It Quilted" campaign revolves around a one-minute commercial that recreates American rock band Starship's smash hit "We Built This City," switching its title and lyrics to "We Quilt This City."

In all its nostalgic glory, the short spot stars the fictional girl group "Quilted Queens" and takes visual inspiration from its source material, with neon-lit imagery and comedic green screen backdrops that scream '80s.

 

 

 

 

 

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The campaign is based on Orchid's insight that toilet paper, which is filed under the consumer-packaged goods (CPG) category, is by large bought by women. 

Furthermore, the agency's research found that women who find a product they love are likely to tell others about it. 

Thus, "We Quilt This City" was born. 

Orchard Creative Director Christine Taffe shares her thoughts on the campaign, believing the toilet paper category is run by "non-human characters, who, to our knowledge don't use toilet paper."

Taffe continues, saying the simplest choices have helped the brand out, and this meant deciding early on that they were talking to fellow adults who just want to know which toilet paper is better. 

Directed by Tajana Tokyo, the women-led creative will run on TV, digital, and social media.

The brand's comedic approach to the advert is a perfect example of nostalgia marketing, which has been proven to be highly effective over the years. 

This is due to its power to tap into consumers' positive emotions and memories, connecting with them in a unique and special way — making it a perfect brand marketing strategy for Quilted Northern and the category. 

Previously, FCB Chicago and brand Glad did something similar, teaming up with T-Boz, a member of the '90s girl group TLC, and its iconic song "No Scrubs" to support its ongoing campaign. 

Punny and Nostalgic

The one-minute music video kickstarts with the Quilted Queens busting open a grocery store, donning their "Keep It Quilted" puffer jackets. 

The store then transforms into a neon-colored set, while the three sing:

♪♪ We Quilt this city on a comfy roll. 

Say it doesn't matter, say it's all the same,

But we are here to change your toilet paper game.

Quilted Northern's comfy and comfort is your right,

Making this world a cushier place, that is our fight. 

So cushy and so plushy, just give it a try,

Feeling is believing, the Quilted Comfort of Quilted Northern. ♪♪

Throughout the spot, the three perform their song-and-dance number in front of female buyers, walking on checkout conveyor belts, and sitting on a mountain of Quilted Northern tissue rolls. 

The commercial ends with the three fading away, as the campaign slogan is flashed on screen. 

"We Quilt This City" marks the latest creative to come from Orchard.

Previously, the agency worked together with eCommerce giant Etsy for a campaign that champions artisans, artists, craftspeople, and the importance of man-made work.

Editing by Katherine 'Makkie' Maclang