The Honest Company’s latest spot, called ‘Transparent,’ cleverly uses x-ray vision to illustrate how its clear-bottle and clear-liquid cleaning products are the most transparent around.
In the commercial, a little girl uses her x-ray vision to save her dad’s wallet from being thrown into the washing machine – then rewards herself by using her superpowers again to spot where the cookies are in the kitchen.
“We can’t all have x-ray vision. That’s why we’re so transparent about what goes into our products,” the narrator says.
The spot, created by Venice, California-based agency Zambezi, aims to show viewers why the company’s new line of ‘lifestyle’ dish soap, laundry detergent, and cleaner is trustworthy and safe.
The Honest Company, co-founded by actress Jessica Alba in 2012, bills itself as a provider of affordable non-toxic and eco-friendly family products.
Founder, CEO: Chris Raih
Executive Creative Director: Josh DiMarcantonio
Associate Creative Director: Nick Rodgers
Associate Creative Director: Ben George
Executive Producer: Alex Cohn
Senior Producer: Nathan Nowak
Managing Director: Pete Brown
Communications Director: Nicole Bush
Account Executive: Nicole Younger
Designer: Briana Espinosa
Production Company: Hungry Man
Director: Ric Cantor
Executive Producer/Managing Partner: Kevin Byrne
Executive Producer/Director of Sales: Dan Duffy
Executive Producer: Mino Jarjoura
Executive Producer: Nancy Hacohen
Producer: James Kadonoff
Production Supervisor: Nora Resnick
Editing House: Zambezi
Editor: Ling Ly
Asst Editor: Paul Oh
Composer: Claire George (track title: Hummingway)
Sound Design and Mix: Lime Studios
Color Correction: Apache Color