Clorox doesn’t just help get rid of the bodily fluids and other domestic messes that build up in the corners of our ever-busier lives.
Bleach can do that, of course. But the Oakland-based CPG manufacturer wants you to know that its range of household supplies is about far more than tidying up the smears, smudges and pee pools distracting us from things that really matter.
An ambitious new brand purpose campaign from FCB, which debuts in 30-second form during tonight’s season premiere of The Voice on NBC, positions the very act of cleaning as catharsis. The extended hero spot argues that we can also facilitate emotional and physical renewal while disinfecting our surroundings. Cleaning isn’t simply an end to mess; it also marks a new beginning, with all the possibilities that implies. As the brand puts it, each person benefits from a cleaner world.
The work makes this point via a series of all-too-familiar emergencies that grow progressively less nauseating, and it ends with the ultimate symbol of rebirth, as hospital staff deliver a freshly cleaned baby into its parents’ waiting arms.
“Our goal with this campaign is to create a deeper connection with consumers and establish a higher purpose for our brand—to champion a cleaner world where people thrive,” said vp of marketing and general manager Chris Hyder. “We believe that cleaning matters. Clean isn’t the opposite of dirty—it’s the start of new possibilities. Whether it’s a clean space to work in, a germ-free table to feed your family, fresh sheets to sleep on, or pure water to drink, clean creates the environments we thrive as healthier and more vibrant versions of ourselves.”
“Clean Matters” marks FCB’s first big brand work since winning lead creative duties on the Clorox line last April; the business had previously been with DDB for more than 20 years. The IPG network’s San Francisco office led the effort.
Additional spots airing on The Voice tonight dive deeper into two of the narratives featured in that messy roundup.
“Clorox is known for powerful cleaning, and we have a tremendous amount of consumer trust. Yet for many people cleaning is all about tackling messes or getting rid of stains,” added Hyder. “We want to go beyond the functional benefits of clean and celebrate the transformative power of clean. As the category leader, we see an opportunity to shift the perception of cleaning from a chore to the start of new possibilities.”
Beyond its broadcast debut, the work will also run in cinemas and across digital and social platforms. In a recent interview with Jim Cramer, Clorox CEO Benno Dorer said, “The money for us, the returns, are online, and we feel really good about where we are with our investments in marketing on digital and social.”
Agency: FCB San Francisco
Campaign: “Clean Matters”
Chief Creative Officer: Karin Onsager-Birch
Creative Director: Rodrigo Linhares
Senior Art Director: Juliana Ardilla
Chief Strategy Officer: Simon White
Planning Director: Ryan Riley
EVP, Management Director: Cary Pierce
SVP, Management Director: Sue Redington
SVP, Management Director: Gwen Hammes
VP, Account Director: Sara Wallace
Senior Account Executive: Courtney Whiting
Account Executive: Raisa Collazo
VP, Director of Integrated Production: Elizabeth Morse
Broadcast Producer: Elizabeth O’Toole
Director of Business Affairs: Mary Marhula
Production Company: Park Pictures
Director: The Mercadantes
Executive Producers: Jackie Kelman Bisbee, Scott Howard
Line Producer: Colin Moran
Daniel Mercadante, DP
Post production: Cartel
Producer: Greer Bratschie / Ali Reed
Editor: Leo Scott
Assist Editors: Matt Berardi
Lead Flame artist: Jamie Beckwith / Wes Waldron
Color: Stefan Sonnenfeld, Company3
Audio: Kim B. Christensen, Noises Digital (sound design and mix)