FORGET the rough, tough, new lad, the alter ego of the new man. The latest prizewinner is the Big Irish Softie, featured in the KittenSoft toilet tissue advertising campaign created by Bates advertising agency. Commissioned by Jamont, the advertisement recently won the effectiveness award from the Poster Advertising Association. According to the press release from Bates, the commercial shows "an Irish hunk holding a small kitten" and was designed to highlight the product's "new softness, its length and its Irish heritage". The slogan was: "What's new about the Big Irish Softie?" A question which inspired one graffiti artist to answer: "He's now playing in the front row for Ireland."