Заголовок | Keep your glasses shiny for longer |
Агентство | Wieden+Kennedy |
Кампания | Every dish, everytime |
Рекламодатель | Reckitt Benckiser |
Бренд | Finish |
Дата первой трансляции/Публикации | 2015 / 4 |
Бизнес сектор | Чистящие средства, мыло, моющие средства |
История | Modern life is riddled with dirty dishes, and Finish wants to help.A new 40-second, rapid-fire ad created by Wieden + Kennedy London for the dishwasher soap (owned by Reckitt Benckiser) runs through the various types of human activities that might make a mess of plates, bowls and glasses—and it turns out pretty much all of them do. |
философия | The deliberately grandiose concept could easily feel like an overreach for a mundane product, but the execution is brisk enough—with enough rich detail, quirky absurdity and clever insight packed in—to actually be kind of delightful, like when a shellshocked new father is beset by a gang of floating, filthy baby bottles.It also shows W+K's knack for punching up the emotional significance of even dull brands with beautifully shot spots. "Dishes," directed by Riff Raff's Megaforce, feels a bit like a cross between W+K London's hypnotizing work for Lurpak butter and the Portland mothership's slice-of-life campaign for Target from a few years back. It probably helps that the Finish idea is loosely based on the fundamental truth that everyone has to, you know, eat. But it should resonate particularly with anyone who's ever looked at a stacked sink after a hearty meal and thought, in a moment of extraordinary laziness, "Really? Again?"The voiceover's kicker, "Every dish, every time," drives home the point that the product will leave you freer to focus on what matters, rather than living elbow deep in pots and pans. A second new ad takes a similar quick-cut approach, from the narrower perspective of a single glass. It's also full of deft touches that tell smaller stories within the bigger one. (If the vessel is hosting a party on Saturday, it's helping cure heartburn on Sunday.) The payoff—keeping glasses shiny—is less ambitious, and less rewarding, but clear enough. The odds of that glass surviving long enough for it to matter, though, are pretty slim. And it's not really worth wondering where dishes go when they die. |
Тип медиа | Телевидение |
Длина | |
Редакционная компания | Final Cut |
Спецэффекты / видеоэффекты | The Mill New York |
Смешанная компания | Factory Studios |
Исполнительный креативный директор | Tony Davidson |
Линейный продюсер | Jane Tredget |
Visual Effects Supervisor | Hitesh Patel |
Продюсер исполнительного агентства | Danielle Stewart |
Sound Design | Neil Johnson |
Исполнительный продюсер | Matthew Fone |
Креативный директор | Laura Sampedro |
Interactive Producer | Silvan Schreuder |
Sound Design | Anthony Moore |
Planner | Tom Lloyd |
TV Producer | Genevieve Sheppard |
Оператор-постановщик | David Ungaro |
Group Account Director | Nick Owen |
Creative | Erin Swanson |
Художник огня | Gary Driver |
Директор | Megaforce |
Исполнительный креативный директор | Iain Tait |
Редактор | Joe Guest |
Assistant TV Producer | Chloe Roseman |
Продюсер | Sian Rogers |
Composer | Alex Baranowski |
Producer | Rebecca Bell |
Креативный директор | Carlos Alija |
Creative | Cal Al-Jorani |
Директор рабочей группы клиента | Francesca Purvis |
Начальник планирования | Beth Bentley |
Planning Director | Paul Coleman |
Креативный продюсер | Monika Andexlinger |
Execuive Post Producer | Gemma Humphries |
Художник огня | Andrew Wood |
Visual Effects Producer | Alex Candlish |
Titles, Graphics | George Adams |
Sound Design | Jon Clarke |
Продакшн Студия | Riff Raff Films |
Music, Sound | Siren Factory |