On Monday, February 26, Clorox’s Glad kicks off “Torture Tests,” an online effort to promote its new ForceFlex Advanced Protection trash bag.

To highlight the features of its “toughest trash bag ever,” Glad, together with agency partner FCB Chicago, took an interesting approach: They illustrated the bag’s ability to withstand wear and tear by linking it to a common and relatable situation in which “bags” – of another type – undergo torture: airline travel luggage.

In “Torture Tests,” the viewer follows an official Glad trash bag tester as she carefully monitors the “toughest trash bag ever” as it undergoes the process that all airport luggage normally go through.

Tried and tested at different airports across the country, the Glad ForceFlex Plus Advanced Protection trash bag emerges unscathed through each phase of the airline luggage inspection, handling and travel process. The takeaway? If Glad ForceFlex Advanced Protection can handle this type of test, it can handle one’s everyday kitchen trash.

“Glad created its toughest trash bag ever and to prove it, we put it to the ultimate test,” says Liz Taylor, chief creative officer of FCB Chicago. “Instead of the classic product demo, we decided to put a creative twist to it: If this trash bag can handle travelling cross-country through airports –through the baggage handling system, on airplanes and out the luggage carousels – then it can handle your everyday kitchen trash!”