So you’re selling a new product that’s linked to a bodily function which is saddled with yucky connotations. Your major competitor has a stranglehold on the marketplace, and consumers are so accustomed to their product that an alternative like yours is bound to seem alien—even a little gross. Your message has to discredit the competition’s motives, defuse your customers’ fears, educate the public about the biological and environmental benefits of your product, and carve out a new client base. Oh, yes: It needs to be eye-catching and funny, but mature as well.
You have 108 seconds to work with.