Creative Director’s Choice: Possible’s Danielle Trivisonno-Hawley talks about why Clorox’s ‘Clean Matters’ matters
Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference. Each week, The Drum features the words of a creative director or other top creative on the work they find funny, powerful or otherwise engaging.
Danielle Trivisonno-Hawley, CCO Americas Possible
When the Clorox ‘Clean Matters’ spot opens, everything inside me starts to freak out. It’s no secret that I’m a little bit obsessive. And let’s face it, this spot depicts every clean freak’s worst nightmare. Of course, that’s the point. While I could talk endlessly about how this piece expertly transitions from the gross gut punch to the beautiful imagery of real human connection. And how it screams 'clean matters' without succumbing to the typical bottle-stain-clean tiled floor construct that we’ve all come to expect from CPG ads. Ultimately, I call out this ad because it is a pinnacle example of how sharp insight coupled with exceptional execution creates transformative work. As I watch it, I hear echoes of past creative mentors in my head: “simplify, simplify, simply”.
The spot simply focuses on how people live. And how people clean to live a better life.
Give the strategist who wrote the line, 'clean isn’t the opposite of dirty — it’s the start of new possibilities,' a raise. I see pencils and lions in the future. And while we’re at it, give the account folks, who helped sell this strategy to the client, a lifetime of free Netflix — because avoiding said CPG construct mentioned above is nothing short of a miracle. The creative team delivered on the casting and the scenarios are spot on, but the gold medal goes to the amazing editing.
As an ad person, I can almost feel the collaboration. The long nights, debates and intense focus on the craft. As a human being, I’m reminded of, even justified in, my obsessiveness. Because I clean for a reason, for love and respect. Because this thing called life deserves reverence.
This is what advertising is all about — a creative team doing their thing, fighting hard to make the rest of the world feel something magical.
Danielle Trivisonno-Hawley is chief creative officer, Americas at Possible.
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