Quilted Northern Shows Love for Starship With 'We Quilt This City'

A soft, comfy earworm from Orchard

Quilted Northern is “here to change your toilet-paper game” with an :60 that changes the epic Starship song “We Built This City” to “We Quilt This City”… with a comfy roll.

The brand’s first work from Orchard shows a trio of ladies in quilted jackets bring an ’80s edge and comfy vibe to a grocery store. The lights go down, the neon comes on. Shoppers are transfixed by t.p. lyrics, synth styles and a checkout conveyor belt that serves as a glam runway.

Work it, quilted queens!

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“The toilet paper category is currently run by a lot of non-human characters, who, to our knowledge don’t use toilet paper,” says Christine Taffe, copywriter at Orchard. “The Quilted Queens are real women talking to other real men and women. That alone is surprisingly new for the category. Sometimes the simplest choices help you stand out. In this case, it was deciding early on that we’re adults talking to fellow adults who know what toilet paper is, and just want to know which one is better.”

Directed by Tajana Tokyo, the ad is running on cable TV—including placements during a few Olympic finals—plus YouTube, Facebook, Instagram and TikTok.

“We shot in Romania but in spite of the language barrier, the non-English speaking crew knew all the words to the song by the end of our shoot,” Taffe tells Muse.

For more toilet humor, check out Cushelle’s creepy-cute koala.