BERLIN, May 2026. Berlin-based hygiene startup Bidetlity has launched “The Wipemare,” a short film questioning one of the West’s most normalized habits: wiping with dry toilet paper. The film shows a world where people smear dirt around instead of washing it off with water. Cars. Dishes. Floors. Everyone behaves as if it’s completely normal. Which starts feeling disturbingly familiar.
“More than 70% of the world already cleans with water,” says Corinna Jänsch, Head of Brand at Bidetlity. “But in many Western cultures, intimate hygiene is still oddly stuck in the past. We wanted to take that logic out of the bathroom and expose how absurd it suddenly feels everywhere else.”
The campaign follows Bidetlity’s 2025 campaign “Clean Kiss,” which sparked international debate online around wiping versus washing. With “The Wipemare,” the company continues pushing the conversation further into mainstream culture using satire, discomfort and internet logic.
AI Production as a Tool for Cultural Absurdity
The film was created entirely using generative AI to build a world that feels familiar enough to be believable – and wrong enough to become unsettling. AI direction and art direction were led by award-winning director and prompt artist Axel Schilling in collaboration with Berlin production company LeBerg.
“In online discussions, people often explain the logic with a simple comparison,” says Marco Obermann, Managing Creative Director at LeBerg. “If a bird pooped on your shirt, would you smear it around with dry paper or wash it off with water? Generative AI allowed us to push that thought experiment into a surreal version of everyday life until the absurdity became impossible to ignore.”
From Taboo to Mainstream Discussion
While conversations around nutrition, fitness and mental health have become increasingly mainstream, intimate hygiene remains oddly taboo across much of the West. With “The Wipemare,” Bidetlity turns that cultural tension into a satirical campaign built around one simple observation:
If water is the obvious solution everywhere else, why is intimate hygiene treated differently?
The campaign launches with a hero film, the dedicated campaign site wipemare.com, and a series of social shorts across YouTube, Instagram and TikTok.
The message:
Stop wiping. Start washing.
CREDITS
Bidetlity
Corinna Jänsch, Head of Brand
Creative Agency & Production
LEBERG
Marco Obermann
Managing Creative Director
Director & Prompt Artist
Axel Schilling
