Method Leaf-Blows a Birthday Cake and Makes Other Unholy Messes in These Fun Ads

Hand, dish and laundry liquids get surprisingly sexy in a new campaign from green cleaning brand Method. Call it haute soap. The brand's new "Fear No Mess" campaign, which might be less pithily articulated as "Make as Big a Mess as You Possibly Can," features immaculately dressed heroes finding inventive ways to trash beautifully designed rooms in a series of TV ads. The general theme of each :15 and :30 is food fights taken to extremes. "Birthday" features a grandma taking a leaf blower to a cake: Meanwhile, in "Fruit Fan," a blonde model type tosses fruit through a giant fan. And in "Meatball Golf," a powerful woman whacks meatballs with a golf club. A simpler but similarly fun set of Facebook and digital OOH executions feature mess-generating images on a loop. In one, a snow cone drips rainbow sugar water on a woman's hand: In another, an impossibly shaggy dog hypnotically shakes off muck. And in a third, a never-ending ramp of dirty dishes slides diagonally across the screen. Agencies Muh-tay-zik Hof-fer and Essence created the campaign, which launched last week in Boston, Chicago and San Francisco. The brand's marketing team is framing it as celebration of the joy of getting dirty, with a deliberately fashionable presentation meant to position Method as a lifestyle brand, a contrast to more staid marketing from environmentally friendly competitors. It certainly is endearing in its playfulness (even if actress Maya Rudolph wasn't, to be fair, entirely stiff in her recent role pitching Seventh Generation). And the unusually polished look works unexpectedly well, largely because it makes such a stark contrast to the splattering comestibles. The concept, though, is not entirely new. U.K. laundry detergent Persil has a standing claim on the same basic idea of celebrating filth with its long-running "Dirt Is Good" campaign (even if the executions sometimes miss the mark a bit). But substituting bravado for originality makes the ad seem even more like fashion marketing, so it's probably a win in the end. CREDITS Client: Method Products "Fear No Mess" Campaign Agency // Muh-tay-zik | Hof-fer Executive Creative Director: John Matejczyk Director Of Strategy: Matt Hofherr Associate Director Of Strategy: Rachel Gold Head Of Production: Michelle Spear Nicholson Producer: Molly Hayes Creative Director: Joel Kaplan Creative Director: Tony Zimney Copywriter: Christopher Penman Copywriter: Zack Johnson Art Director: Brittany Tooker Art Director: Vanessa Hellmann Designer: Charlotte Cooper Account Manager: Ashley Gullickson Director Of Media: Eric Perko Digital Media Agency // Essence Digital Production // The Directors Bureau / Canada Directors: CANADA Dp: Axel Executive Producer: Oscar Romagosa Head Of Production Canada: Alba Barneda Line Producer: Julia Carrasco Editorial // Canada Editor: Marc Soria de la Torre Producer Post: Blanca Ballesté Colorist: Marc Morató Post/Visual Effects: La Metropolitana Audio // Idea Sonora Sound Engineer: Pep Aguiló Music Supervision: Good Ear Music Supervision Music: Meatball Golf Artist: The Joy-Tones - This Love (That I'm Giving You) Fruit Fan Artist: Sugar Billy Garner - I Got Some Birthday Artist: The Joy-Tones - This Love (That I'm Giving You)

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Method Leaf-Blows a Birthday Cake and Makes Other Unholy Messes in These Fun Ads

Turning food fights into food porn

Gabriel Beltrone

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Gabriel Beltrone