Who Gives A Crap is a toilet paper brand with a heart, with 50% of its profits going to WaterAid, a charity that helps build toilets and provide clean water supplies for the 2.3 billion people worldwide who don’t have access to adequate sanitation. This new spot for the brand takes a witty but straightforward approach to the brand’s work – pointing out in comedic fashion the good work that can be done simply by giving a crap. Agency: CHE Proximity.