House cleaning brand Clorox has come out with new spots and a new brand purpose, which aims to shift the perception of cleaning from getting rid of dirt and mess to how clean can bring about an emotional change.
The ‘Clean Matters’ brand film highlights the change that comes from cleaning – it’s not just about clean surfaces, but about the clearing of the emotional grime we build up in our daily lives, and the intentional shift from what was to what can be, according to a release by Clorox.
This is the first Clorox ad featuring real people in their real homes captured in unscripted moments. Four spots feature everyday dirty moments, including a teen cleaning out a messy car to prepare for his big date, a baby picking up a bottle from a dirty floor, messy kids, dirty sinks and a veteran putting on his dress whites. One spot, ‘Newborn,’ shows someone cleaning a sink with Clorox before gently putting a newborn in to get a first bath. The campaign is tagged with "Clean is the beginning. What comes next is everything."
The short film launches during the fall premiere of NBC’s The Voice, with campaign assets expanding to Cinema, TV, Digital and owned channels, plus a social push.
Lead Agency: FCB
Chief Creative Officer: Karin Onsager-Birch
Creative Director: Rodrigo Linhares
Senior Art Director: Juliana Ardilla
Chief Strategy Officer: Simon White
Planning Director: Ryan Riley
EVP, Management Director: Cary Pierce
SVP, Management Director: Sue Redington
SVP, Management Director: Gwen Hammes
VP, Account Director: Sara Wallace
Senior Account Executive: Courtney Whiting
Account Executive: Raisa Callazo
VP, Director of Integrated Production: Elizabeth Morse
Broadcast Producer: Elizabeth O’Toole
Director of Business Affairs: Mary Marhula
Production Company: Park Pictures
Director: The Mercadantes
Executive Producers: Jackie Kelman Bisbee, Scott Howard
Line Producer: Colin Moran
Daniel Mercadante, DP
Post production: Cartel
Producer: Greer Bratschie / Ali Reed
Editor: Leo Scott
Assist Editors: Matt Berardi
Lead Flame artist: Jamie Beckwith / Wes Waldron
Color: Stefan Sonnenfeld, Company3
Kim B. Christensen, Noises Digital (sound design and mix)