Pine-Sol Partners with FCB Toronto in Bid for People to Stop Shortcut Cleaning and Start Disinfecting
"We didn’t want the heavy piano and 'in these times' sort of commercial. We want to connect with people on a level that is relevant at any time”
We’ve all had moments where we let our cleaning habits slide, but with the Covid-19 pandemic, a 'surface clean' simply doesn’t cut it. Disinfecting surfaces is more important than ever.
Pine-Sol, a trusted leader since 1929, is on a mission to get convenience cleaners to question their methods and start disinfecting with Original Pine-Sol, which kills 99.9% of household germs, including Coronavirus. Quick and easy is no longer good enough; today, a disinfecting, deep clean is what’s needed. To support this effort, the brand launched a new advertising campaign with the objective of getting convenience cleaners to ask 'Is 'clean' really clean?'
“Let’s face it: we all know somebody who takes cleaning shortcuts when nobody is looking,” said Matt Kohler, vice president of marketing, who oversees the brand. “But Covid-19 has taught us if you aren't disinfecting, you aren't really cleaning.”
The work shows everyday moments when we are just too lazy to do a proper clean, from wiping up spills with our socks to licking our fingers to clean up a mess. The campaign launched with TV and is supported with digital first executions for social, including short video content and Pinterest ads targeted at the everyday cleaner. The creative is simple and to the point, focussing on amusing real-world behaviours to highlight the product RTBs and drive consumer behaviour change to keep us all safer.
Troy McGuinness, group creative director at FCB, the agency that produced the campaign, added: “We leaned into those moments where we take cleaning shortcuts and brought the humour out of them. We knew we were making commercials in a time of Covid-19, but we didn’t want the heavy piano and 'in these times' sort of commercial. We want to connect with people on a level that is relevant at any time.”
The campaign launches in October and runs through next summer, reminding people that Pine-Sol is a brand for consumers who do the job right.
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Client: The Clorox Company of Canada | Pine-Sol
Client Supervision / Vice President Marketing: Matt Kohler
Studio Lead Marketing: Carolyn Hugnate
Marketing Manager: Rachelle Somerville
Brand Manager: Avish Sood
Campaign Title: 'Give Cleaning 99.9%'
Agency: FCB Toronto
Chief Creative Officer: Jeff Hilts, Nancy Crimi-Lamanna
Group Creative Director: Troy McGuinness
Senior Art Director: Sally Fung
Writer: Sara Radovanovich
VP, Account Director: Jodi Spanninga
Account Director: Melissa Paulino
Account Coordinator: Tosin Adeniyi
Broadcast Producer: Carol Boate
Chief Strategy Officer/Sr Planner: Shelley Brown
Strategy Director: Shelagh Hartford
Production Company: Circle
Executive Producer: Karen Tameanko
Line Producer: Amanda Field
Director: Tom Feiler
DOP: Brendan Stacey
Editing House: Married to Giants
Editor: Jackie Roda
Transfer Facility: Alter Ego
Colourist: Wade Odlum
Online Facility: Wingman VFX
Music House: Grayson Music
Music & Voice Director: Chris Cobain
Categories: Home, Cleaning ProductsFCB Toronto, Mon, 19 Oct 2020 16:48:27 GMT