Sky Media Partners with Who Gives a Crap on Groundhog Day

Friday the 2nd of February marks Groundhog Day and just like it comes round every year, so does Sky’s running joke, showcasing back-to-back viewings of the iconic film for 24 hours.

This year, Sky Cinema have partnered with the UK’s third largest toilet paper brand, Who Gives A Crap, to showcase their advert on repeat during the breaks.

That totals up to 273 showings of the ad, which means viewers will be treated to over 1000 bums on screen across the day.

Who Gives A Crap is now the UK’s third largest toilet paper brand, with this partnership helping them to build brand awareness with even more consumers across the UK, enabling them to make sustainable and socially-conscious swaps at home.

Who Gives A Crap is on a mission to Uncrap the World, and has social purpose at its core, donating 50% of its profits to hygiene and sanitation programmes in developing communities.

Emily Kraftman, UK & Europe managing director, Who Gives A Crap said, “As a sustainable toilet paper brand, we know a thing or two about keeping regular and couldn’t pass up on the opportunity to show viewers our ad on repeat.”

“Whilst we normally like to do things differently – like donating 50% of our profits to WASH initiatives – we’re making the most of staying the same, at least for today, and can’t wait to watch Groundhog Day over and over and over.”