KBS+, Toronto have a new campaign for Bissell that gets a little gross. In the spot, promoting the Bissell Symphony, which vacuums and cleans hardwood simulateneously, Bissell Canada Senior Brand Manager Ravi Dalchand sets out to prove that he’s behind the product one hundred percent.
So he uses the Symphony to clean a subway floor and then takes things a giant step forward in the gross department and eats some saucy pasta right off the spot he cleaned, seemingly to the disgust of fellow subway passengers.
“Instead of just showing how it works at home, we felt the stronger message was to show how well it could clean, even in an extremely tough, dirty, messy situation,” Bissell Vice President General Manager Craig Emmerson told The Huffington Post.
As that publication points out, however, this was not a normal Toronto subway stop. The stop used was the Bay Lower Station, which TTC CEO Andy Byford said had been “closed off to the public six months after opening in 1966 due to passenger confusion and consistent delays.” It’s now mainly used as a set for movies and television. So while eating off of subway tile is still pretty gross, it’s not as disgusting as it originally appears. And those onlookers are almost definitely actors. But KBS+, Toronto and Bissell assume (probably correctly) that most people won’t reach that conclusion, and, staged or not, the gimmick is pretty memorable.
Agency: KBS+, Toronto
Chief Creative Officers: Matt Hassell, Gary Watson
Creative Director: Raul Garcia
Art Directors: Jessica Toye, Raul Garcia
Copywriter: Alex Bird
Account Director: Hanh Vo
Account Executive: Megan Chown
Agency Producer: Margaret Callaghan
General Manager: Craig Emmerson
Senior Brand Manager: Ravi Delchand
Production Company: Circle
Executive Producer: Karen Tameanko
Director: Jeffrey Zablotny
Line Producer: Elizabeth Findlay, Amanda Field
Postproduction Company: Married to Giants
Executive Producer: Denise Shearer
Editor: Monica Remba
Assistant Editor: Dylan Atkinson
Online Artist: Trevor Corrigan
Online Assistant: Preeti Torul
Color/VFX Artist: Alter Ego
Colorist: Tricia Hagorilles