W+K London Piles Up ‘Dishes’ for Finish

By Erik Oster 

W+K London launched a new spot for detergent brand Finish entitled “Dishes.”

The 40-second spot, which debuted yesterday, examines all the ways dishes pile up in people’s lives. “Breakfast, dishes; dinner, dishes; birthday, dishes,” the voiceover intones at the beginning of the spot. For each event named the accompanying dishes hover over the scene, an interesting way to show how many dishes are dirtied each time. The spot goes on to name a litany of dish-creating occasions, ending by repeating the word “dishes” as an overwhelming amount of dishes stack up, and then panning out to show them inside a dishwasher, leading into the tagline “Love your dishwasher. Give it finish.”


While some may lament the lack of direct product promotion, “Dishes” succeeds by instead finding an insight that rings true to life and everyone can relate to: the headache of facing stacks of dishes after any given event (even if that “event” is just Thursday). The copy and visuals work well together to drive home the message, and make for a memorable spot that will help the product stand out from those of its competitors.


Creative Agency

TV Producer: Genevieve Sheppard

Production Assistant: Chloe Roseman

Producer: Monika Andexlinger

Planning Director: Paul Colman

Planner: Tom Lloyd

Interactive Producer: Silvan Schreuder

Head of Planning: Beth Bentley

Group Account Director: Nick Owen

Executive Producer: Danielle Stewart

Executive Creative Director: Tony Davidson, Iain Tait

Creative Director: Carlos Alija, Laura Sampedro

Creative Agency: Wieden+Kennedy London

Account Director: Francesca Purvis

Music and Sound

Sound Mix: Jon Clarke, Neil Johnson, Anthony Moore

Sound Design: Factory Studios

Producer:Sian Rogers (Music), Rebecca Bell (Sound Design)

Music Supervision: Siren @ Factory LTD

Composer: Alex Baranowski


Editor: Joe Guest

Edit Company: Final Cut

Post Production / VFX

VFX Supervisor: Hitesh Patel

Producer: Alex Candlish

Post Production House: The Mill

Motion Graphics: Jon Harris, George Adams (W+K)

Flame: Andrew Wood, Gary Driver

Executive Producer: Gemma Humphries

Production Company

Production Company: Riff Raff Films

Producer: Jane Tredget

Executive Producer: Matthew Fone

DOP: David Ungaro

Director: Megaforce