When have you ever seen a dishwasher detergent ad that got you excited? Watch this one:
Its central idea is, “As long as people are on Earth, there will be dirty dishes.” And yes, that’s such an obvious truth it’s laughable. So, how did W+K turn that into a trailblazing campaign.
Well, firstly, no one has ever stated it before. Sharing human truths bonds people to brands but it took W+K to recognise this one. The category is dominated by “my dishes are cleaner than your dishes” ads…most with torture test demos that no sane person could observe without adding a question mark.
Secondly, W+K has added the warmth of humour and the impact of surprise. This ad is slice of life, but not as you’ve known it and that’s fun to watch.
Dishes’ other half is Glasses:
You noticed the one constant, the glass, in the same spot in every scene, right? Nice way to emphasise the stress a glass endures in life and highlight the advantage of protecting it with Finish’s Shine & Protect, yes?
This campaign is Wieden + Kennedy London’s first since winning the account last year. Gosh it’s a good start.
Creative credits:
Creative agency: Wieden + Kennedy London
Executive creative director: Tony Davidson, Iain Tait
Creative director: Carlos Alija, Laura Sampedro
Creatives: Erin Swanson, Cal Aljorani
Executive producer: Danielle Stewart
TV producer: Genevieve Sheppard
Production company: Riff Raff Films
Director: Megaforce
Executive producer: Matthew Fone
Producer: Jane Tredget
DoP: David Ungaro
Sound: Factory Studios
Editing: Final Cut
Post production: The Mill
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