Hate Washing Dishes? This 'Musical' by Finish Will Remind You Why

Brand Is Targeting Countries Where Hand Washing Is Still the Norm

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Finish reminds us how "nobody loves doing dishes" in a wacky new global spot styled like a mini-musical.

The dishwasher detergent brand's ad, by Wieden & Kennedy London, will play out in a number of countries worldwide, including China, Brazil, South Africa and Turkey, where hand-washing is still the norm for the majority of people.

It features a series of people singing about how much they love doing dishes, although from their gritted teeth and grimaces they're clearly hating it. The witty lyrics (written by W&K) remind us that there are any number of reasons -- wrinkled hands, wasting water, sharp knives under the foam, being stuck in the kitchen when you could be witnessing your baby's first steps -- and the ad culminates with the inflation of a giant yellow rubber glove which finally bursts to a voiceover advising to "leave dishwashing to dishwashers." The film was directed by Ian Pons Jewell via Friend, while the digital assets and CGI were produced by Time Based Arts.

The motif of the exploding rubber glove will be used by Finish across media channels including print, out-of-home and social, while radio edits of the song will be aired at the times of day when people are most likely to be washing up.

Carlos Alija and Laura Sampedro, creative directors at Wieden & Kennedy London, said in a joint statement: "It's always challenging to tackle such diverse audiences across the world, but tapping into the universal shared misery of having to wash the dishes by hand opened up creative space relevant to all."

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About

Credits
Date
Jun 12, 2017
Agency:
Wieden & Kennedy London
Client:
Finish
Executive Creative Director:
Tony Davidson
Executive Creative Director:
Iain Tait
Creative Director:
Carlos Alija
Creative Director:
Laura Sampedro
Senior Creative:
Bertie Scrase
Senior Creative:
Christen Brestrup
Agency Producer:
James Laughton
Group Account Director:
Nick Owen
Account Manager:
Holly Baker-Cliff
Planner:
Indiana Matine
Production Company:
Friend
Director:
Ian Pons Jewell
Director of Photography:
Mauro Chiarello
Producer:
Rob Leonard
Executive Producer:
Luke Jacobs
Marketing Director:
Luke Jacobs
Production Manager:
Jess Wylie
Edit:
Cut & Run
Editor:
Ben Campbell
Edit Assistant:
Joanna Lewandowska
Producer:
Ruth Minkley
Post Production:
Time Based Arts
VFX Supervisor:
Stephen Grasso
VFX Supervisor:
James Allen
Colorist:
Simone Grattarola
Producer:
Chris Aliano
Sound Design:
String & Tins
Engineer:
Will Cohen
Producer:
Sam Brock
Producer:
Matej Oreskovic
Music Label:
W SONGS (WARNER MUSIC)
Publisher:
W SONGS (WARNER MUSIC)
Music Supervisor:
Tristan Wilson
Composer:
Pippa Cleary
Lyrics:
W + K
Orchestrator:
Simon Nathan
Mix Engineer:
Joe Davison

See more credits

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