In celebration of Groundhog Day (2 February) Sky Cinema is showing back-to-back screenings of the iconic 1993 film for 24 hours, with the exact same ad shown on repeat each break.
In a not-so-subtle nod to the film’s central premise, sustainable toilet paper brand Who Gives A Crap? will see its latest TV ad air a total of 273 across the 24-hour period.
Who Gives A Crap’s partnership with the media conglomerate will enable it build greater brand awareness with the British public, encouraging them to make the switch to sustainable and socially-conscious behaviours.
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“As a sustainable toilet paper brand, we know a thing or two about keeping regular and couldn’t pass up on the opportunity to show viewers our ad on repeat,” Who Gives A Crap UK & Europe managing director, Emily Kraftman said.
“Whilst we normally like to do things differently – like donating 50% of our profits to WASH initiatives – we’re making the most of staying the same, at least for today, and can’t wait to watch Groundhog Day over and over and over.”
With social purpose at its core, the brand is on a mission to help ‘uncrap the world’ by donating 50% of its profits to hygiene and sanitation programmes in developing communities.
