FCB West launched a new campaign for Clorox with a 30-second spot entitled “Shine On, Klutzes.”
“Let’s raise a glass to those of us who stumble,” says the voiceover over footage of a rather unfortunate incident involving red wine and white pants. The spot goes on to salute “the fearless who fumble,” “the hoppers, flappers and produce pile topplers” and more before tying the clumsy chronicles back to the brand’s Clorox Splash-Less Bleach offering.
FCB West won creative duties on Clorox around a year ago, following a review launched in December of 2015 which also saw mcgarrybowen pick up creative duties on its specialty brands (which include Burt’s Bees, Brita, Scoop Away, Kingsford, Hidden Valley, Fresh Step and KC Masterpiece) and reportedly came down to FCB, mcgarrybowen and VB&P. Following the account win, FCB promoted Chris Shumaker to global CMO, hired group creative director Mike Long, senior vice president, group management director Arlene Bae and vice president, account director Sara Wallace, with Wallace brought on specifically to work on the Clorox account.
It’s unclear if “Shine On, Klutzes” marks FCB West’s first work for Clorox or if earlier efforts for the client flew under our radar. At any rate, the spot marks a move away from the “Bleachable Moments” DDB San Francisco presented for the brand without moving too far away from that approach.
Advertising Agency: FCB West, San Francisco, California, USA
Chief Creative Officer: Karin Onsager-Birch
Chief Strategy Officer: Simon White
Creative Director: Kelly McCullough
Associate Creative Director: Nancy Strange
VP Account Director: Sara Wallace
Account Supervisor: Paola Cammareri
Senior Broadcast / Content Producer: Charlotte McConnell
Director of Account Planning: Ryan Riley
Group Management Director, SVP: Sue Redington