Ad of the Day: The Honest Company – Transparent

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.


Agency: Zambezi

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