Finish calls on a gospel favorite in ad about 'letting it shine'

First work from Havas aims to inject emotion into dishwashing

By Alexandra Jardine. Published on Jun 05, 2018

Editor's Pick

Gospel favorite "This little light of mine" provides a soundtrack to people thinking about dishwashing in a new spot from Finish in the U.K.

The spot, the first work from Havas London for the Reckitt Benckiser brand, features a diverse cast of different singers (including a bartender, a cute little girl and a robot) each with a line from the song as they hold up glasses, plates and bowls ready for the dishwasher to make them "shine."

According to the agency, the ad, directed by Fred Scott of Pulse is designed to inject some emotion into what an be a "sterile" category.

Elliot Harris, deputy executive creative director at Havas London adds: "Finish is an everyday brand, and we've tried to root this campaign in those everyday, but important, little vignettes that make up life. And who doesn't love a good singalong? We couldn't resist basing this campaign around such a classic, much loved, and very fitting soundtrack."

While we do have to wonder if using a song with a strong civil rights connection in a commercial about dishwashing is potentially controversial, the singing performances are nevertheless engaging and go some way to making doing the dishes look like more than just a chore.

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Jun 05, 2018
Havas London
Category Manager:
Barbara Yuste
Senior Brand Manager:
Chris Dunne
Executive Creative Director:
Ben Mooge
UK Group Chief Creative Officer:
Mark Whelan
Deputy Executive Creative Director:
Elliot Harris
Joe Williams
Business Director:
Ainhoa Wadsworth
Senior Account Director:
Charlie Read
Account Manager:
Tati Yanchoglo
Account Manager:
Sarah Jacobs
Agency Production:
Reckitt Benckiser
Agency Production Lead:
Louise Bonnar
Agency Producer:
Charlotte Lawrence
Assistant Agency Producer:
Adrianne Godfrey
Head of Strategy RB & Strategy Partner:
Chantelle Begley
Strategy Director:
Tilly Swann
Strategy Director:
Becky Taylor-Wilknison
Production Company:
Executive Producer:
Lucy Kelly
Chris Harrison
Fred Scott
Director of Photography:
Jaime Feliu Torres
Billy Mead
Edit Company:
Ten Three
Post Production:
Post Production:
Time Based Arts
Audio Post Production:
Nick Angell
Audio Post Production:
Angell Sound
Music Production:
Soho Music
Media Agency:
Zenith Optimedia

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