Finish - "Keep your glasses shiny for longer"

Wieden+Kennedy

Wieden+Kennedy London, Royaume-Uni

20924

Marque: Finish
Pays: Royaume-Uni

Annonceur: Reckitt Benckiser

Titre	Keep your glasses shiny for longer
Agence	Wieden+Kennedy
Campagne	Every dish, everytime
Annonceur	Reckitt Benckiser
Marque	Finish
Date de première diffusion/publication	2015 / 4
Secteur d'activité	Produits d'entretien, savons, détergents
Synopsis	Modern life is riddled with dirty dishes, and Finish wants to help.A new 40-second, rapid-fire ad created by Wieden + Kennedy London for the dishwasher soap (owned by Reckitt Benckiser) runs through the various types of human activities that might make a mess of plates, bowls and glasses—and it turns out pretty much all of them do.
Philosophie	The deliberately grandiose concept could easily feel like an overreach for a mundane product, but the execution is brisk enough—with enough rich detail, quirky absurdity and clever insight packed in—to actually be kind of delightful, like when a shellshocked new father is beset by a gang of floating, filthy baby bottles.It also shows W+K's knack for punching up the emotional significance of even dull brands with beautifully shot spots. "Dishes," directed by Riff Raff's Megaforce, feels a bit like a cross between W+K London's hypnotizing work for Lurpak butter and the Portland mothership's slice-of-life campaign for Target from a few years back. It probably helps that the Finish idea is loosely based on the fundamental truth that everyone has to, you know, eat. But it should resonate particularly with anyone who's ever looked at a stacked sink after a hearty meal and thought, in a moment of extraordinary laziness, "Really? Again?"The voiceover's kicker, "Every dish, every time," drives home the point that the product will leave you freer to focus on what matters, rather than living elbow deep in pots and pans. A second new ad takes a similar quick-cut approach, from the narrower perspective of a single glass. It's also full of deft touches that tell smaller stories within the bigger one. (If the vessel is hosting a party on Saturday, it's helping cure heartburn on Sunday.) The payoff—keeping glasses shiny—is less ambitious, and less rewarding, but clear enough. The odds of that glass surviving long enough for it to matter, though, are pretty slim. And it's not really worth wondering where dishes go when they die.
Type de média	Télévision
Longueur	30 seconds
Montage	Final Cut
Effets spéciaux	The Mill New York
Mix Company	Factory Studios
Directeur de la création	Tony Davidson
Producteur délégué	Jane Tredget
Visual Effects Supervisor	Hitesh Patel
Directeur de la production audiovisuelle	Danielle Stewart
Sound Design	Neil Johnson
Producteur exécutif	Matthew Fone
Directeur de création	Laura Sampedro
Interactive Producer	Silvan Schreuder
Sound Design	Anthony Moore
Planner	Tom Lloyd
TV Producer	Genevieve Sheppard
Directeur de la photo	David Ungaro
Group Account Director	Nick Owen
Creative	Erin Swanson
Flame Artist	Gary Driver
Réalisateur	Megaforce
Directeur de la création	Iain Tait
Monteur	Joe Guest
Assistant TV Producer	Chloe Roseman
Producteur	Sian Rogers
Composer	Alex Baranowski
Producer	Rebecca Bell
Directeur de création	Carlos Alija
Creative	Cal Al-Jorani
Directeur de clientèle	Francesca Purvis
Head Of Planning	Beth Bentley
Planning Director	Paul Coleman
Producteur créatif	Monika Andexlinger
Execuive Post Producer	Gemma Humphries
Flame Artist	Andrew Wood
Visual Effects Producer	Alex Candlish
Titles, Graphics	George Adams
Sound Design	Jon Clarke
Maison de production	Riff Raff Films
Music, Sound	Siren Factory