Working with WPP Media and Convenience Advertising, Utility Creative helped Paramount Pictures take The Naked Gun from the big screen to the bathroom. Rather than treating the bathroom as just another ad space, we leaned into the setting. We designed a suite of custom assets that played off the venue’s actual fixtures, turning mirrors, doors, and dryers into punchlines to turn a routine visit into a memorable and immersive brand experience, one which spoke the same language as our target demographic.

To cut through a saturated entertainment market, we knew that visibility wasn't enough, we needed engagement. With audiences quick to walk past standard ads, Paramount needed a way to stop men aged 45+ in their tracks. The goal was to elevate the campaign beyond a standard "Coming Soon" announcement. We needed a strategy that translated the film's irreverent comedy into the real world, relying on the creative execution to grab attention through humour rather than just passive exposure.

We didn't just want to place ads; we wanted to own the environment. Recognising that the bathroom offers a rare, distraction-free setting, our design strategy was to turn the venue’s infrastructure into part of the campaign. Rather than treating the walls as blank canvases, we designed assets that interacted directly with the fixtures, turning everyday objects into storytelling devices.

Our design approach focused on four key moves:

1. 1. Talking to the Room: We made the physical space part of the joke, breaking the fourth wall to engage patrons directly. This meant scripting bespoke copy for specific hardware, telling guys, "This is not a drill, it's a dryer" on hand dryers, or reminding them that "Accuracy is what truly matters" right at the urinal.
2. 2. Surround Sound Visuals: To ensure the campaign couldn't be ignored, we went for total saturation. By combining A4 static panels with cheeky mirror decals and urinal stickers, we created a multi-format journey that followed the patron through the space. It made the campaign feel less like a paid placement and more like a venue-wide endorsement.
   
   
3. 3. Jokes That Need a Minute: We used the bathroom’s extended dwell time to our advantage. Unlike a roadside billboard that needs to be read in seconds, this unique format allowed us to design punchline-driven messaging that rewarded sustained attention, ensuring the humour actually landed.
   
   
4. 4. Taking it Online: We knew the physical experience was too good to stay local, so we developed a narrative-driven sizzle reel to capture the campaign "in-situ." Filmed in-house, this asset bridged the gap between the physical and digital, showcasing the contextual humour in its live environment to drive engagement with online film audiences.