Glad: advert-top-1 by FCB Chicago
- Location:
Glad trash bags have long been touted for standing up to the toughest trash, but a new campaign takes the concept to a torturous limit. Glad introduced ‘Torture Tests,’ to promote its new ForceFlex Plus Advanced Protection trash bag as the toughest by testing it through the airline baggage system.
To highlight the features of what the company is calling its “toughest trash bag ever,” Glad, together with agency partner FCB Chicago, illustrated the bag’s ability to withstand wear and tear of travel luggage through the unforgiving treatment of baggage handlers.
‘Torture Tests’ follows an official Glad trash bag tester as she carefully monitors her filled bag as it undergoes the process that all airport luggage normally go through. We see, on hidden camera, the woman checking a trash bag filled with garments and other items on to a plane. Video is shown after it is checked, with baggage handlers throwing the bag around as it travels through the system. Tension builds at baggage claim to see if the bag survived – and it did. The method is then tried and tested at different airports across the country, with the Glad ForceFlex Plus Advanced Protection trash bag emerging unscathed through each phase of the airline luggage inspection, handling and travel process.
Credits
Client: Glad (The Clorox Company)
VP, Marketing Specialty: Jon Schlesinger
Glad Director of Marketing: Nick Higgins
Associate Brand Director, Glad Waste Management: Jennifer Schneider
Associate Director, Advertising & Comm: Nick Montgomery
Associate Marketing Manager, Glad Waste Management: Lauren Pitts
Glad Trash Bag Consumer Research & Demo Development Expert: Lehai Vu
Associate Director, Advertising & Comm Production: Boris Nurko
Group Manager, Talent & Rights Management: Tricie Evans
Agency: FCB Chicago
Chief Creative Officer: Liz Taylor
Worldwide Creative Partner: Fred Levron
Executive Creative Director: Lisa Bright
Creative Director: Dean Paradise
Creative Director: Bruno Mazzotti
VP Creative Director: Martin Serra
Sr. Art Director: Luis Sierra
Sr. Art Director: Franki Geib
Sr. Copywriter: Kate Cullen
SVP, Executive Producer: John Bleeden
Executive Producer: Joe Tipre
Director of Music: Stump Mahoney
VP, Director of Strategic Planning: Mary Jo Corby
EVP, Group Management Director: Cary Pierce
VP, Group Management Director: Alex Jokanovic
Account Director: Diana El-Chantaf
Account Executive: Erin Hudec
Production: Lord + Thomas
Director: Ben Flaherty
Executive Producer: Katie Roach
Line Producer: Noiemi Lobont
Director of Photography: Bryce Drobny
Director of Photography: Matt Andersen
Editorial: Lord + Thomas
Sr Editor: Steve Immer
Editor: Gus Spelman
Executive Producer: Celena Mossell
Visual Effects/Color: Lord + Thomas
Colorist: Justin Orr
Motion Graphics: Michael McAfee
Audio: Lord + Thomas
Senior Sound Engineer: Jason Ryan
Audio Assistant: Batsirayi Zesaguli
