Glad: Big Lift by FCB Canada

Agency: FCB Canada
Client: Glad
Date: Jan 2019
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Glad, looking to get Canadian consumers to like its brand of trash bags, has enlisted the help of the comedy duo, The Perlorian Brothers, to bring to life a character that emphasizes strength and caring.

‘Big Lift’ focuses on the oft-unheralded trash bag category expert, one who deals with garbage on a daily basis and appreciates bags that don’t break or leak – the trash collector.

The spot opens on a man stepping out of his house on his way to work, only to encounter his garbage man, standing at the end of his driveway.

As orchestral music swells in the background, that the garbage collector isn’t just taking the bags and throwing them in the truck. Instead, he’s got one in each hand, and is heaving them above his head. It’s an unexpected workout from a man who fully trusts that these bags won’t break over his head.

As the confused homeowner then slowly retreats back inside his house and watches from behind a curtain, the garbage man continues performing feats of strength, like arm curls, with the bags. The spot concludes with the garbage man proudly lying on the ground and embracing the Glad bag, accompanied by the tagline ‘Guaranteed Strong.’


Client: Clorox Canada (Glad Canada)

Vice President Marketing Clorox Canada: Matt Kohler

Sr. Lead, Global Insights: Anna Conte

Category Team Lead / Marketing Manager Glad: Ann Marie Cicuttini

Brand Manager: Laura Fulton

Sr. Lead Digital Marketing Manager/ Digital COE: Ariane Friesen

Agency: FCB Canada

FCB Toronto

Chief Executive Officer: Tyler Turnbull

Chief Creative Officer: Jeff Hilts

Chief Creative Officer: Nancy Crimi-Lamanna

Group Creative Director, Copywriter: Matt Antonello

Group Creative Director, Art Director: Noel Fenn

Producer: Christine Michalejko

Chief Strategy Officer: Shelley Brown

Sr. Strategist: Shelagh Hartford

VP Managing Director: Tracy Little

Group Account Director: Blake Connolly

Account Director: Melissa Paulino

Project Manager: Adrian Bailon

FCB Montreal

Copywriter: Joël Letarte

Broadcast Producer: Anick Rozon

Account Director: Alexandra Candet

Account Coordinator: Caroline Morissette


Production Company: Soft Citizen

Directors: The Perlorian Brothers

Editorial: School Editing

Editor: Jon Devries

Colourist: Clinton Homuth, Alter Ego

Flame Artist: Marco Polsinelli, Fort York

Audio: Vapor RMW

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