W+K London launched a new 30-second spot for Finish posing the question, with all the dishes a dishwasher goes through each year, “Who Cleans the Cleaner?”
The answer, of course, is Finish Dishwasher Cleaner, but it’s how the ad arrives at the answer that’s interesting. Teaming up with production company Friend, W+K London employed an intriguing visual approach for the spot, gradually moving horizontally through the set as a group of people each come forward with a dirty dishes, as if from the dishwashers perspective. The effect is to highlight the barrage of dirtiness the machines face, which the voiceover claims is “more than 8,000 dirty items” before asking the titular question. It’s sort of a horizontal version of the vertical stacking of the agency’s “Dishes” spot for the brand back in April, making for a memorable ad that might get consumers to question the cleanliness of their overused dishwashers.
Credits:
Creative Agency: W+K London
TV Producer: Jo Charlesworth
Planner: Indiana Matine
Head of Planning: Beth Bentley
Group Account Director: Nick Owen
Executive Producer: James Guy
Executive Creative Director: Iain Tait & Tony Davidson
Creative Director: Carlos Alija & Laura Sampedro
Copywriter: Rebecca Pottinger
Art Director: Sam McCluskey
Account Executive: Holly Baker-Cliff
Account Director: Sophy Woltman
Production Company: Friend
Executive Producer: Luke Jacob
DOP: David Ungaro
Directors: Lars Ohlin / Joel Nordstrom
Production Designer: Roger Rosenberg
Producer: Molly Pope
Offline
Editor: Leo King
Edit Company: Stitch
Post Production / VFX
Shoot Supervisor: James Allen
Post Production House: Time Based Arts
Flame: Stephen Grasso
Executive Producer: Chris Aliano
Colourist: Simone Grattarola
3D Lead Artist: James Mann
Music and Sound
Sound Design: Jon Clarke @ Factory
Music Production: Siren
Composer: Alex Baranowski
Producer: Becs Bell