Ad of the DayGot Plumber’s Crack? Everyone Does in This Revealing Ad for Liquid-PlumrIt's about 'empowerment and confidence'By David Gianatasio|May 15, 2017 ShareBy David Gianatasio|May 15, 2017 ShareLiquid-Plumr cracks wise in this new commercial from FCB Chicago.Various folks, ranging from a firefighter and florist to a bowler and boxer, expose some backside cleavage (though nothing overtly NSFW) as Rosemary Clooney’s jaunty “Too Marvelous for Words” plays in the background.“There’s a Plumr in all of us,” proclaims the voiceover. A spiffy logo assures us that “Plumr” is the propr spelling.“By turning a humorous stereotype into a badge of honor, we wanted to portray empowerment and confidence,” Tiffany Leung, the client’s associate brand director, tells Adweek.So, butt crack = empowerment. We’re down with that.Memorably flush with lowest-common-denominator humor, the spot recalls the Clorox-owned brand’s past goofy/risqué commercial stylings.But does it plunge so low that some viewers might feel Liquid-Plumr has hit bottom?And by “some folks,” we’re thinking primarily of actual plumbers. You know, those highly trained professionals who toil for hours dislodging hair, slime, toilet paper, doll’s heads and who knows what else from your drains.Leung says no diss was intended.“We know that when there is a crack in a pipe, there is no doubt that you will need to call a plumber,” she says. “However, when it comes to tackling tough clogs, we wanted to show that anyone can be empowered to be their own plumber with Liquid-Plumr.”Adweek tried to get a plumber’s take on the ad, but the United Association, a union representing tradespeople throughout the U.S. and Canada, declined comment.There’s more cheeky Liquid-Plumr content in the pipeline, with a behind-the-scenes video on tap. That “will showcase funny clips from the day [of filming], including makeup artists working to make the cracks camera-ready,” Leung says.Sure, it’s a bummer when they don’t look their best.“Wardrobe fittings proved to be challenging and entertaining, with a focus on featuring just the right amount of crack,” Leung adds. “Luckily, the entire cast was very excited by the spot, and they were great sports about us focusing on their backsides.”CREDITS Client – Liquid-Plumr VP, Marketing: Chris Hyder Director of Marketing: Sacha Connor Associate Brand Director: Tiffany Leung Associate Marketing Manager: Emily Thompson Associate Director, Advertising & Comm Production: Boris Nurko Group Manager, Talent & Rights Management: Tricie EvansAgency – FCB Chicago Chief Creative Officer: Liz Taylor Creative Director: Dean Paradise Creative Director: Bruno Mazzotti Sr. Art Director: Nick Howard Sr. Copywriter: Nick Stoner Director of Integrated Production, SVP: Will St. Clair Producer: Paul Ripa Executive Producer, Director of Music: Stump Mahoney Music Negotiator: Liz Howell VP, Director of Strategic Planning: Mary Jo Corby EVP, Group Management Director: Cary Pierce SVP, Group Management Director: Sue Redington Account Director: Diana El-Chantaf Account Executive: Angelica HengProduction – Lord + Thomas Director: Ben Flaherty Lord + Thomas Executive Producer: Katie Roach Lord + ThomasProduction Service Company – Duck Pond Executive Producer: Joshua Greenberg Director of Photography: Lyle VincentEditorial – Whitehouse Editor: Brian Gannon Assistant Editor: Ashley McGinn Producer: JoJo Scheerer Executive Producer: Kristin AngelettiVisual Effects / Color – Carbon Producer: Casey Swircz Colorist: Maria Carretero Motion Graphics: Jake Mathew Finish: Paul RosckesAudio – Another Country Sound Designer and Mixer: Erik Widmark Audio Assistant: Logan Vines Producer: Louise Rider Adweek Adweek