Glad Uses Its Trash Bag as Luggage to Prove How Tough It Is

Clorox Brand's 'Torture Tests' Included an Airplane Trip and Baggage Claim

By Alexandra Jardine. Published on Feb 27, 2018

Editor's Pick

When Glad wanted to demonstrate the toughness of its ForceFlex Plus Advanced Protection trash bag, it decided to subject it to a test that could damage pretty much any bag. It sent it as airline checked luggage.

In the first of what the Clorox-owned brand is calling "Torture Tests," agency FCB Chicago packed a ForceFlex bag full of stuff and checked it in on a journey across the U.S. As seen in the video here, the bag survived baggage handlers, the hold and the carousel intact.

According to the agency, the traveling trash bag was largely captured guerilla-style, using GoPros, handheld cameras and long lenses. FCB wouldn't reveal which airline(s) the trash bag was flying with--and the agency emphasizes it is not in any way calling out airlines' luggage policies. Moreover, the shop admits that some of the video was staged, and the team had access to a part of an airline baggage area, where actors played luggage handlers who tossed the bags around. Overall, the goal was to depict an experience that people understand as being tough on bags to demonstrate the product message.

Liz Taylor, chief creative officer of FCB Chicago, says in a statement: "Instead of the classic product demo, we decided to put a creative twist to it: If this trash bag can handle traveling cross-country through airports--through the baggage handling system, on airplanes and out the luggage carousels--then it can handle your everyday kitchen trash!"

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Feb 27, 2018
FCB Chicago
VP, Marketing Specialty:
Jon Schlesinger
Director of Marketing:
Nick Higgins
Associate Director:
Jennifer Schneider
Associate Director, Advertising & Comm:
Nick Montgomery
Associate Marketing Manager:
Lauren Pitts
Consumer Research & Demo Development Expert:
Lehai Vu
Associate Director, Advertising & Comm Production:
Boris Nurko
Group Manager, Talent & Rights Management:
Tricie Evans
Chief Creative Officer:
Liz Taylor
Creative Partner:
Fred Levron
Executive Creative Director:
Lisa Bright
Creative Director:
Dean Paradise
Creative Director:
Bruno Mazzotti
VP Creative Director:
Martin Serra
Senior Art Director:
Luis Sierra
Senior Art Director:
Franki Geib
Senior Copywriter:
Kate Cullen
SVP, Executive Producer:
John Bleeden
Executive Producer:
Joe Tipre
Director of Music Production:
Stump Mahoney
VP, Director of Strategic Planning:
Mary Jo Corby
EVP, Group Management Director:
Cary Pierce
VP, Group Management Director:
Alex Jokanovic
Account Director:
Diana El-Chantaf
Account Executive:
Erin Hudec
Lord + Thomas
Ben Flaherty
Executive Producer:
Katie Roach
Line Producer:
Noiemi Lobont
Director of Photography:
Bryce Drobny
Director of Photography:
Matt Andersen
Lord + Thomas
Senior Editor:
Steve Immer
Gus Spelman
Executive Producer:
Celena Mossell
Visual Effects/Color:
Lord + Thomas
Justin Orr
Motion Graphics:
Michael McAfee
Audio Producer:
Lord + Thomas
Sound Engineer:
Jason Ryan
Audio Assistant:
Batsirayi Zesaguli

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