# Dirty Toilet Seat Ads The Hygienex Campaign Makes People Wonder About Public Washrooms By Meghan Young | Published 2013-03-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hygienex-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/03/hygienex-stewardess/) & [grey](http://www.grey.com) The Hygienex campaign gives people a whole new perspective about [public washrooms](https://www.trendhunter.com/trends/home-toilet), especially unisex ones such as those used on airplanes. It uses hilariously shocking imagery to grab people's attention. Although borderline sexual, the Hygienex campaign depicts a stewardess sitting on top of a hairy man's butt to form a sort of urinating yin and yang symbol. Despite the unpleasant insinuations, the [print ad](https://www.trendhunter.com/trends/design-changes-everything) does have a good point. Cleverly conceived and executed by Indonesia-based ad agency Grey, the Hygienex campaign reads, "Safe yourself from bad ass." This can be done through the use of a [disposable paper toilet seat cover](https://www.trendhunter.com/trends/smart-toilets). The Hygienex campaign was art directed by Kevin Reinaldo with creative direction by Randy Rinaldi. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 14% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Toilet Seat Hygiene:** Opportunities for disruptive innovation in creating new, more effective toilet seat covers or in developing alternative hygiene solutions for public restrooms. - **Bold and Provocative Advertising:** Opportunities for disruptive innovation in creating bold and provocative ad campaigns that grab people's attention in unique ways. - **Unisex Restrooms:** Opportunities for disruptive innovation in creating more comfortable and hygienic unisex restrooms that meet the needs of all users. ### Industries Being Reshaped - **Personal Hygiene:** Companies in the personal hygiene industry can explore new product opportunities for toilet seat covers or other alternative hygiene solutions for public restrooms. - **Advertising:** Ad agencies can explore new ways of creating bold and provocative ad campaigns that grab people's attention and make a lasting impact. - **Restroom Design:** Companies specializing in restroom design can explore innovative ways of creating more comfortable and hygienic unisex restrooms that meet the needs of all users. ## Related on Trend Hunter - [Cheeky Adult Wipe Campaigns](https://www.trendhunter.com/trends/goodwipes-launched.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Public Hygiene Campaigns](https://www.trendhunter.com/trends/clean-bathroom-global-challenge.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Humorous Playful Airline Campaigns](https://www.trendhunter.com/trends/seat-blocker.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md)