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SAN FRANCISCO DDB features people in deep denial in its latest television campaign for Tilex, which breaks today and positions the brand as “The mold killer.”
The new work is a departure from previous “Tilex Challenge” ads that emphasized the bathroom cleaner’s toughness.
Six 15-second TV spots present average people behaving strangely. In “La La,” they plug their ears and scream “La la la la,” not wanting to hear that all homes have mold. In “No No” and “Handle It,” they shout “No!” repeatedly or freak out.
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