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BEST I-95 ADVERTISEMENT Miami 2003 - Mr. Bidet

Every day he assaults the senses of the unprepared and quickens the mirth of the accustomed. Trapped in crawling traffic beneath his welcoming gaze, thousands of worker bees trying to make downtown-Miami money without actually having to live there contemplate his message. Is it a commandment? A suggestion? A calling? A joke? "For a Healthy Clean Tush," Mr. Bidet advises. His stick-figure form, painted on the side of a building, is bent into a sitting position, a large triangle symbolizing a spout of water aimed at his derriere. Even now, a pack of teens with a cell phone is calling the advertised telephone number, snickering, hanging up. Taking pictures. Calling back to ask, "Is this for real?" You bet. Mr. Bidet is but one of the faces of Arnold and Donna Cohen, South Florida's bidet barons, whose bathroom devices have been getting the job done since the Seventies. Donna rattles off a long list of loyal customers, including actors, ex-presidents, CEOs, and TV weathermen. Thanks to what Cohen describes as "a little office out in Los Angeles," this includes notables such as Jack Lemmon, Barbra Streisand, John Wayne ("When he was still alive"), Dr. Joyce Brothers, and Jimmy Carter ("It's what keeps him smiling"). "We thought we'd send one to Clinton, but he was in enough trouble," Cohen quips. Beware the lure of the bidet: Once you've soaked, mere paper becomes almost heretical. "It becomes like a little cult," Mrs. Bidet confides.

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