Why (toilet) paper is better than a tablet

The war between paper and digital ends in a “no contest” in a French ad that has captured more than 2 million views in a week.

In the ad, young mother Emma endures her digitally savvy husband admonishing her over and over for using paper for her child’s drawings, to post notes on the fridge and to read, when his electronic tablet does it all.

The dialogue is just him saying, “Emma” on chiding tones.

When he’s stranded without toilet paper and calls out, “Emma,” though, she has her revenge: She slips a tablet showing an image of a roll of toilet paper under the door.

“Paper has a great future” is the kicker devised by French ad agency Leo Burnett for client Le Trèfle brand maxi-sheet toilet paper.

Videos of the 38-second spots in French and English, directed by hot Dutch TV commercial director Bart Timmer of Czar, had hit 2.5 million views by Monday morning.