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Clorox: Clean Matters by FCB

Agency: FCB
Client: Clorox
Date: Sep 2017
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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.

Credits

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

Audio:

Kim B. Christensen, Noises Digital (sound design and mix)

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