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Bates uses toilet humour for Nouvelle.

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| June 18, 1999 | Tylee, John | COPYRIGHT 2003 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Toilet humour epitomised by singing lavatory seats is being used in a new national TV campaign for Nouvelle recycled toilet tissue.

Various examples of the vocal sanitary facilities -- in pubs, monasteries, homes and factories -- are pressed into action, humming "bum bum bum, bum-bum" to the strains of Handel's Water Music.

The 40-second TV initiative, the first to be produced by Bates UK since the agency picked up the 1.5 million[pounds sterling] account at the beginning of last year, is aimed at reinforcing the idea that Nouvelle is not only soft, but eco-friendly.

The message is underlined with a series of altered signs usually associated with…

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