It’s a great day for advertising creativity when a household cleaning product produces an absurdly funny, left-of-centre campaign. VML New York’s Dramatically Clean campaign for Colgate-Palmolive multi-pupose cleaner, Fabuloso, is a wild spoof of telenovas.
The brand is already popular in Latin America and is gaining status in the US. The campaign aim is to continue the brand’s growth in the US, where it has a cult-like following of loyal fans, with entertaining content that wins hearts while modernising the brand.
The Dramatically Clean series of commercials was directed by Traktor, and produced by Stink Films US. It underlines Fabuloso’s bold personality with a revolving cast, over the top story lines, and a sense of unbridled fun usually absent from the cleaning category.
The campaign kicked off with Fabuloso at the forefront of The Kardashians season five premiere, May 23 on Hulu. It will run across a variety of channels and platforms in the US that have high visibility for its target audience..
The campaign will also be supported with an influencer program on TikTok. Content will be posted on influencer’s own channels, amplified in paid media, and repurposed on brand-owned social channels as well. The influencer program will roll out mid-June following the launch of the Dramatically Clean platform.
Credits
Client: Colgate-Palmolive [Fabuloso]
General Manager: Amy Benford
Marketing Director: Kristen Babkes
Marketing Manager: Victoria Mah
Social Manager: Andrea Gasic
Head of Marketing: Rick Cluxen
Creative Agency: VML New York
Chief Creative Officer: Wayne Best
Creative Directors: Jim Wood, Justin Roth, Ana Magalhaes & Amanda Caldari
Art Director: Marcos Porrata
Copywriter: Joel Johnson
Producer: Andy Murillo
Managing Director: Joanna Moy
Strategist: Natasha Davis
Business Lead: Kelly Considine
Head of Client Services: Aleya Brahmachary
Account Director: Frank Torok
Account Manager: Isabella Novack
Communications Director: Matt Garcia
Communications Manager: Jessica Morales
Media: Wavemaker
Production Company: Stink Films
Director: Traktor
Managing Director: Ben Davies
Head Of Production: Ari Schneiderman
Line Producer: Laura Miller
PR: BCW
