Havas London has revealed its new direction for the Finish brand after winning the account back from Wieden + Kennedy in 2017.
The campaign, called Let It Shine, talks up the cleansing power of Finish Quantum dishwasher tablets, scored by traditional gospel song This Little Light of Mine. As is often the case, the lyrics have been adapted to reflect the product's positive traits.
The work rolled out Tuesday 5 June across TV, online and at point-of-sale. It will run globally for 12 months. It was created to show that ‘shine’ is the ultimate indicator of a perfect clean.
Chris Dunne, senior brand manager at Reckitt Benckiser, said: "Life is not about washing up – but it does create it. This campaign celebrates all of those occasions that make the washing up worthwhile, while at the same time reminding people of Finish’s superior cleaning power.”
Elliot Harris, deputy executive creative director at Havas London, added: “Finish is an everyday brand, and we’ve tried to root this campaign in those everyday, but important, little vignettes that make up life. And who doesn’t love a good singalong? We couldn’t resist basing this campaign around such a classic, much loved, and very fitting soundtrack.”
Vote for the work below in The Drum's Creative Works below.