Got Plumber’s Crack? Everyone Does in This Revealing Ad for Liquid-Plumr

It's about 'empowerment and confidence'

Liquid-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/risquĂ© 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.”

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 Evans

Agency – 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 Heng

Production – Lord + Thomas
Director: Ben Flaherty Lord + Thomas
Executive Producer: Katie Roach Lord + Thomas

Production Service Company – Duck Pond
Executive Producer: Joshua Greenberg
Director of Photography: Lyle Vincent

Editorial – Whitehouse
Editor: Brian Gannon
Assistant Editor: Ashley McGinn
Producer: JoJo Scheerer
Executive Producer: Kristin Angeletti

Visual Effects / Color – Carbon
Producer: Casey Swircz
Colorist: Maria Carretero
Motion Graphics: Jake Mathew
Finish: Paul Rosckes

Audio – Another Country
Sound Designer and Mixer: Erik Widmark
Audio Assistant: Logan Vines
Producer: Louise Rider

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.