This year, people know their vote matters. They may not know why it might not even count, if they fill out their ballot incorrectly. According to recent studies
, more than one million people could lose their vote on 3rd November if there is an error in completing their mail-in/absentee ballot.
That’s why MullenLowe U.S. and Mediahub created a deadpan late night comedy infomercial style video called 'Gone2Shit'. The agencies set out to educate voters in a non-partisan way, taking out some of the stress and confusion surrounding voting by mail. The work promotes a fictional toilet paper company – Gone2Shit which makes toilet paper made from America’s rejected mail-in ballots due to missing signatures, non-matching signatures, the wrong envelope and missing the deadline.
Gone2Shit’s spokesperson, JJ Wright plays it straight as the infomercial pitchman, and was cast for his great voice and presence, which has a level of refinement that contrasts with what he’s selling.
The video appears on social channels and on the website
, which features information like mail-in deadlines, dates, and rules (by state) for Americans who want their voices to be heard and make sure their ballot isn’t rejected. Short social videos starting with 'Whatever Ya Call It' will launch every few days until the election.
According to the creative team behind the project: “Toilet humour is just funnier when someone respectable is telling the joke. Also, we chose JJ because he could deliver the message about ballot rejection in an honest and earnest way. At the end of the day, this is a warning to be extra careful when you vote by mail, and his performance makes you listen.”