Clorox has a new purpose. If you thought it was just about getting white clothes whiter, cleaning up after floods and generally eliminating biological filth, you're woefully wrong.
A new "Clean Matters" campaign from FCB, which won the account last year, aims to "shift the perception of cleaning from getting rid of dirt and mess to the start of everything" or, alternately, to elevate cleaning from "a chore to more," according to a representative of the eponymous Clorox Co.
It's also possibly the first cleaning advertising to show the inside of a dirty diaper, or a guilty dog standing next to his puddle.
The campaign breaks Sept. 25 on season premiere of NBC's "The Voice" with three spots, and will also run in cinemas before the movie Coco and all over the place on digital and social media.
It follows in a recent spate of cleaning ads seeking an emotional response, but unlike some (e.g. Energy BBDO's recent Windex ad) doesn't try to make you cry by using ammonia-based cleaner as a metaphor for eliminating emotional separation between father and daughter. Rather than maudlin pop music, it uses an upbeat molto vivace snippet of Beethoven's Symphony No. 9. And the ads have numerous happy endings: hospital floors get clean, old white Naval uniforms get whiter, babies are born. The Mercadantes directed, out of Park Pictures.
That last part would probably happen without chlorine bleach, but the point is that clean is just the beginning, and "What comes next is everything."