French Company to Technophiles: Hating Paper is Harder in the Bathroom

It may be trite to say it at this point, and it may be a bit more complicated than this in the end, but the French have a very different relationship to books and literary culture than Americans do. France has, for example, a long and continuing history of television shows devoted to discussing philosophical texts (whereas the philosopher-king of American television may be, God help us, Ryan Seacrest).

And have you seen this?

http://www.youtube.com/watch?v=RRDSj62tlvQ

American toilet tissue manufacturers usually go with cartoon bears or treacly angels to sell their wares. But one French company has released this ad poking fun at technophiles’—old-fashioned!—anti-paper condescension (and at obnoxious, mansplaining husbands). In the process, amusingly enough, the ad makes a larger argument for the continued usefulness of paper both in and out of the bathroom.