Cif Cream (Jif in Australia) has been around for a very long time. It’s known for its abrasive quality which gives it a restorative (deep cleaning) power and its cream formula, which has, in fact, been lightened. But it’s not known for being modern and its competitors are fierce. Cif wants to introduce itself into the UK market.

MullenLowe has a very appealing idea for achieving that – love stories. The agency has created a series of 60-second radio commercials, in audiobook style. And Cif’s Love stories on the radio series features a star-studded cast including Simon Callow, Hugh Bonneville, Emelda Staunton and Anna Chancellor. The love stories include Strong Silent Type, Bye Bye Baby, Interloper, Three’s Company and Burning Desire.

In each commercial, the love in question turns out to be for an object that has been brought back to its former glory with Cif, ending with the established brand end line, Goodbye ugly dirt. Hello beautiful.

Tony Hardcastle, executive creative director at MullenLowe, explained, “Radio is the perfect medium for this campaign, because engages the listener’s imagination, allowing you to paint a picture inside their head.”

The work was produced by Jungle, and is running across the UK on Magic FM.

Credits:

Agency: MullenLowe (part of MullenLowe Group UK)
CCO: Jose Miguel Sokoloff
Global Creative Director: Tony Hardcastle
Creatives: Tony Hardcastle, Phil Cockrell & Graham Story
Copywriter: Phil Cockrill
Producers: Paul Burke & Phoebe Robinson
Account Director: Eliza Garvin

Production Company: Jungle
Engineer: Chris Turner