Toilet paper was invented almost two centuries ago, yet here we are in 2025, still wiping like it’s 1850. Is this really the best we can do for our behinds?
Enter Bidetlity, the intimate hygiene brand for at-home and on-the-go use, shaking things up in Europe from the bottom up. Teaming up with JOAN Berlin, they’re flipping the script on personal hygiene with provocative out-of-home ads that are anything but ordinary.
The challenge? Make butt-cleaning look brilliant without a single cheek in sight—and tackle the “taboo” head-on. How do you show just how clean Bidetlity makes you when you can’t show the goods?
JOAN found a cheeky workaround: imagery that hints at the body part in question without actually showing it.
The result? A series of close-up shots of models’ lips pursed together, accompanied by the catchy tagline, “So Clean You Can Kiss It.” These eye-popping ads will hit the streets of Berlin and Hamburg as well as light up Instagram and TikTok. Bidetlity is also eyeing the US market with its future-forward sustainable hygiene products.
Picture a backside so impeccably clean it’s practically inviting a kiss, especially with these ads strategically placed near the city’s most exciting, kink-friendly clubs. With their eye-catching designs splashed across bustling urban areas, they’re impossible to ignore—too clean to censor and irresistibly cheeky. The goal? To grab attention and boldly challenge the stigma surrounding personal hygiene down there, all while celebrating a fun and flirty vibe. These ads are not just a playful nod to cleanliness; they’re a bold statement aimed at reversing the stigma and redefining personal care in a way that’s both captivating and memorable.
“From the moment Bidetlity came to us, it was clear they weren’t interested in playing it safe—and neither are we,” said Samy Kouatli, Head of Client Services at JOAN Berlin. “This campaign was a true collaboration in every sense. Together, we pushed boundaries to create something that doesn’t just grab attention, but starts a much-needed conversation about hygiene, shame, and what ‘clean’ really means. It’s not every day you get to turn a pair of lips into a bold cultural statement. That’s the kind of work we live for.”
The close collaboration between JOAN Berlin and Bidetlity brought the brand’s passion to confront shame into the spotlight, and JOAN is never one to shy away from the challenge of addressing societal constructs head-on.
“Working with JOAN Berlin was the perfect creative match— they brought this bold, unafraid, and razor-sharp vision to life,” said Corinna Jaensch, Head of Brand at Bidetlity. “From day one, they understood our mission wasn’t just to advertise a product, but to challenge outdated norms around hygiene and shame. This campaign is a reflection of that shared vision—provocative, clever, and impossible to ignore.”
