Ads We Like: Method goes to choreographed extremes to promote the ‘good inside’ its products
Home and personal care products company, Method Products, is leaning on an infectious 90s pop hit and a highly choreographed dance production to promote the good inside their planet-friendly cleaners.
The brand’s ‘There’s Good Inside’ campaign was created by Mekanism and the agency’s in-house social media agency, Epic Signal. The centerpiece is a two-minute anthem video spotlighting the good inside method’s products, its people and its sustainable soap factory in Chicago.
It’s brought to life with an uplifting, clean-centric cover anthem of The Proclaimers’ 90s pop classic, I’m Gonna’ Be (500 Miles).
The production starts with a couple of Method employees opening a door to a man doing his dishes with Method soaps with his kids around him. He sings to the tune that he likes his “house styled like a magazine” and how the sustainable products help him make it through his children’s teens. He pumps the Method dispenser to the tune’s marching beat. He’s followed by a woman bringing home a vibrant array of vegetables and washing her hands with Method’s fragrant grapefruit soap.
From there it gets a bit Busby Berkeley. A finely dressed older woman signs the chorus as “I would scrub 500 tiles” to great comic effect as she shines her bathroom for her prized cat. Then, a mix of neighbors and Method workers gather to dance in the street as they sing “Scrub-a-dub yeah!”
We’re then transported to the soap factory, where the workers sing the praises of their products and how they truly care about making their rainbow-hued, earth-friendly soaps, featuring recyclable bottles made with sustainable energy inside the company’s LEED certified factory.
The whimsical, upbeat campaign centers around the insight that most people don’t believe cleaning can be fun, creative or connected to their values, to which the company disagrees.
“When people think of Method, they often think of our beautiful designs and wonderful fragrances, but there’s so much more depth to the brand,” said Doug Piwinski, Method’s global chief marketing officer. “This campaign is meant to draw attention to the beauty of what’s inside our bottles – not only how our products are made and who makes them – but ultimately how we are connected to the homes and people who use and love Method. We’re reminding everyone we can all be planet, people- and pet-friendly, and look good doing so.”
The campaign, while integrated across multiple channels, is Method’s latest significant campaign driven to reach the people where they live and shop online. The ads will run through October 7 in top US markets including Chicago, Washington DC and Denver. In addition to the two-minute hero film, the campaign also includes shorter length versions that will run across online video, connected TV, cinema, and social media.
“We built an idea that's about doing good together. To show that “clean” doesn’t have to be all about elbow grease and sparkly white floors – it’s individual personalities, bold colors, vibrant factory workers, and a 90s track we all know and love," said Mekanism creative director Laura Wimer. “Method’s ‘There’s Good Inside’ campaign showcases how we clean isn’t just a reaction to a mess. There’s a why to it – whether we’re cleaning for loved ones, pets, a passion, or ourselves, we all aim to make the world a little bit better.”
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