The Charmin Bears can’t keep their paws off the toilet paper in the latest ad released by Charmin, the brand of toilet paper manufactured by Procter & Gamble, promoting the Charmin Ultra Soft, described as “softer and more absorbent than ever”.

The 30-second spot features the Charmin mama bear and papa bear holding the Charmin Ultra Soft and praising it, noticing that it’s “softer than ever”. The voiceover mentions that it is “twice as absorbent, so you can use less”, adding that “it’s softer than ever, so it’s harder to resist”. As the ad continues, the whole family is shown “cuddling” with a roll of toilet paper. At this point, mama bear realizes that “this is getting a little weird” and doesn’t hesitate to say it.

The spot ends with the voiceover saying “We all go, why not Enjoy the Go with Charmin?”.