Glad: Big Lift by FCB Canada
- Location:
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.’
Credits
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
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
