Charmin “Choose Strong” is a campaign that emphasizes the idea that toilet paper advertised as “gentle” doesn’t mean that it is of good quality. A mascot by the name of StrongMan proves this by showing how gentle he can be, despite his name. He is pitted against the thin, flaky GentleMan, who does not live up to his name.

A  commercial shows participants playing the game StrongMan vs GentleMan, where they must choose between two friends: StrongMan and GentleMan. In the end, they learn that the same qualities you would look for in a friend are the same qualities you should look for when shopping for toilet paper. The product is “strong” but can also be gentle, dependable, and trustworthy.