The world’s least exciting product.

19 Jun

Laundry detergent is a rich territory for award-grabbing advertising, if only because the entire category is just so perfectly dull.

It’s nothing like trying to nut out an award-winning ad for Viagra, where the product is inherently interesting. Getting out an exciting, original piece of work for a laundry detergent is one of the toughest challenges there is.

You might remember this cleaning up a few years ago:

 

Yeah, it’s simple, smart and clean. It was very original for its time, even if the territory feels familiar now. We can see that it works nicely in print, but it’s easy to imagine it rolling out into an awfully trite or goofy radio spot, and feel just completely forced on television.

That got me scrambling for nice examples of television commercials in the laundry category. This one instantly sprang to mind:

 

It’s beautiful, but it never really surprised me. And that’s what makes this ad a new favourite of mine. A totally fresh approach to the category, it would sit perfectly in cinema or on television. It’s just the exact opposite of anything any healthy mind would ever produce as a commercial for any product that has ever existed.

 

So it’s worth noting, this wasn’t the work of a sane mind. This commercial was directed by the king of sex-gore, Rob Zombie.

Somewhere in the US, a very brave client must be very happy this didn’t end up as unwatchable as House of 1000 Corpses.

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