A squirrel standing next to a roll of toilet paper with the question "SMART?" on screen.

The ad opens with a roll of toilet paper and a squirrel. Text appears asking "SMART?". The squirrel looks around, and then the toilet paper roll is shown with animated purple and green swirls. The squirrel runs and jumps. A signpost appears with directions, one pointing to "MARIESTAD". The squirrel continues to run and jump. The scene transitions to show two packages of Serla Smart toilet paper. The squirrel is shown again, and then the final screen shows the Serla logo, the product, and text. The overall pacing is quick and playful.