BUSINESS
06/18/2014 10:14 EDT | Updated 06/18/2014 10:59 EDT

Telus' Urinal Ad Puts World Cup Fever In Your Toilet

MobileSyrup

A new World Cup ad in Toronto bars will give patrons a chance to shoot and score, even if their favourite teams don't.

Canadian telecom company Telus has set up “urine-activated experiential installations" in men's washrooms in bars across the city, and unlike previous incarnations of pee-to-score toilet toys like The Weee Soccer, this one involves breaking the seal in front of a virtual animal.

The game is simple. A screen connected to the urinal shows a poor panda — which appears in the company's urine-less ads as well — standing guard in front of a net, ready to block your urine-activated soccer skills. The user's stream determines what direction the ball is kicked in.

Lara Johnson, director of marketing communications at Telus, said the company is excited to "capitalize" on the World Cup's excitement, according to MobileSyrup.

"At TELUS, we’re always looking for fun and new ways to connect with our customers – even in the restroom!”

While the ad may seem silly to some, it's a creative way to appear associated with the World Cup without shelling out the cash to be an official sponsor, according to the Globe and Mail.

The urinal games are set up at many Toronto bars, including Fionn MacCool’s, Betty’s and Rasputin Vodka Bar, according to Strategy.

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