Cleaning product ads can be so serious. They’re all about the removing the germs and dirt that are violating a clean and healthy home. They’re all about getting things clean again. But isn’t that just the prelude?

Clean is the beginning. What comes next is everything.

The Stable didn’t work that out. FCB West did. And that little insight became the huge spark for a campaign for Clorox that stands way out on its own for appeal.

The ads are a celebration of life told in montages of wonderful family moments. No boring word messages, just a lively musical underlay.

“Clorox disinfecting products wipe away dirt and germs. This new campaign celebrates what comes after the clean: real life, unpredictable, chaotic and wonderful life,” the agency noted.

This is the first large scale campaign for Clorox in the new strategic platform developed by FCB. There are three ads, Kitchen, Bathroom and Classroom. Further instalments will appear during the year.

Kitchen

“Clean turns a counter into a stage, a laboratory, a victory lap.”

Clean turns a counter into a stage, a laboratory, a victory lap.
We hero this message by contrasting the act of cleaning a counter – with wild flash-forwards of all the joyful family connections, which occur next on that kitchen counter.
A clean kitchen is the beginning. What comes next is everything.

Bathroom

“Clean turns a bath into a sanctuary, a playground, an adventure.” 

Classroom

“Clean turns a desk into a stadium, a theatre, an escape.”

Credits:

Lead Agency: FCB West
Chief Creative Officer: Karin Onsager-Birch
Associate Creative Director: Colin Mitchell
Senior Art Director: Juliana Ardilla
Worldwide Creative Partner: Fred Levron
Chief Strategy Officer: Simon White
Planning Director: Ryan Riley
EVP, Management Director: Cary Pierce
SVP, Management Directors: Sue Redington & Gwen Hammes
VP, Account Director: Sara Wallace
Senior Account Executive: Courtney Whiting
Account Executive: Raisa Callazo
VP, Director of Integrated Production: Elizabeth Morse
Post Producer: El Goco
Director of Business Affairs: Mary Marhula

Hispanic Market Agency: Alma
Creative Director: David Alvarez
Creative Director: Juan Camilo Valdivieso
Group Business Director: Maria Carolina Reimpell
Senior Brand Executive: Viviana Bustillo
Integrated Producer: Rafael Sanchez

Production Company: RESET
Director: Ian Pons Jewell
Executive Producer: Deannie O’Neal
Line Producer: Ahnee Boyd
Director of Photography: Mauro Chiarello

Post Production: Whitehouse
Executive Producer: Joni Williamson
Producer: Jen Mersis
Editor: Tobias Suhm
Assistant Editors: Max Holste & Nick Diliberto

VFX/Online/Colour: The Mill, Chicago

Producer: Natalie Ksiazek
Lead Flame Artist: Jamie Beckwith
Flame Assistant: Alison Bloom
Colourists: Luke Morrison & Mikey Pehanich
Animation: Woodshop

Music: Music Orange

Sound Design: Tim Harrison – Aumeta

Mix: One Union
Engineer: Joaby Deal