“Clean is only the beginning.” It’s so obvious when you think about it. So true. But decades of cleaning product advertising that focused on clean as the aftermath suggests that the concept wasn’t waving its hands saying, “look at me”.
It was very clever of FCB to find it.
All the more so because it is allowing FCB’s client to create an emotional connection between its brand, Clorox and its audience.
And FCB is doing a very good job of that. The campaign began in July – after FCB won lead creative duties for Clorox in April – with a series of ads that reminded people that clean is the prelude to the best bits in life.
Now the campaign, Clean Matters, is tugging even more heartstrings by noting that cleaning is a catharsis. It’s how we renew our world and create a new beginning, with all the possibilities that that implies.
“Our goal with this campaign is to create a deeper connection with consumers and establish a higher purpose for our brand—to champion a cleaner world where people thrive,” stated Chris Hyder, vice president of marketing and general manager, The Clorox Company.
“We believe that cleaning matters. Clean isn’t the opposite of dirty—it’s the start of new possibilities. Whether it’s a clean space to work in, a germ-free table to feed your family, fresh sheets to sleep on, or pure water to drink, clean creates the environments we thrive as healthier and more vibrant versions of ourselves.”
“Clorox is known for powerful cleaning, and we have a tremendous amount of consumer trust. Yet for many people cleaning is all about tackling messes or getting rid of stains,” Hyder added.
“We want to go beyond the functional benefits of clean and celebrate the transformative power of clean. As the category leader, we see an opportunity to shift the perception of cleaning from a chore to the start of new possibilities.”
The campaign is running on TV, in cinemas and across digital and social platforms.
Credits:
Agency: FCB San Francisco
Chief Creative Officer: Karin Onsager-Birch
Creative Director: Rodrigo Linhares
Senior Art Director: Juliana Ardilla
Chief Strategy Officer: Simon White
Planning Director: Ryan Riley
Executive Vice President, Management Director: Cary Pierce
Senior Vice Presidents, Management Directors: Sue Redington & Gwen Hammes
Vice President, Account Director: Sara Wallace
Senior Account Executive: Courtney Whiting
Account Executive: Raisa Collazo
Vice President, Director of Integrated Production: Elizabeth Morse
Broadcast Producer: Elizabeth O’Toole
Director of Business Affairs: Mary Marhula
Production Company: Park Pictures
Director: The Mercadantes
Executive Producers: Jackie Kelman Bisbee & Scott Howard
Line Producer: Colin Moran
DOP: Daniel Mercadante
Post production: Cartel
Producesr: Greer Bratschie & Ali Reed
Editor: Leo Scott
Assist Editors: Matt Berardi
Lead Flame Artists: Jamie Beckwith & Wes Waldron
Colour: Stefan Sonnenfeld @ Company3
Sound Design and Mix: Kim B. Christensen @ Noises Digital
