Superpell - No Mess

The world of “cleaning” is not a glamorous one and in South East Asian countries where “maids” are plentiful, cleaning comes with an “only for low-class” stigma. Looking like you belong in cleaning duds or admitting to constantly cleaning is a social symptom for not maintaining a perfect house. In Indonesia, a clean house reads like a woman’s report card; it represents her ability of being a great mother or housewife, but part of this (to avoid the lower-class stigma) is that it should “look” effortless and be perfect 24/7.

In other words, the more effort it takes to clean indicates the dirtier house to begin with. So the challenge was to make a mundane, dirty chore look effortless and chic. 

Lowe Indonesia needed to ‘premiumize’ the act of cleaning by demonstrating that Superpell requires the least amount of effort possible for the most perfectly clean house. The agency exaggerated the glamorization of cleaning through pristine, elegant floors that show how Superpell is so effective in removing dirt and grease from the floor, that all mess can go undetected and no one would ever know what happened. 

Creative Director: Din Sumedi (CCO), Firman Halim (ECD) 
Art Director: Aji Bekti, Reza Maulana 
Copywriter: Kurniawan Hatigoran 
Photographer: Nurulita 
Additional credits: Account Supervisor: Raufi Khaerunnisa/Dewi Yullyanti/Putty Chaeronissa 
Additional credits: Panji Simanjuntak (DI Artist)