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Vanish's Carpet Street Campaign Exposes Filthy Front Rooms

Creative 164 Add to collection

Sye Allen directed the spot with Havas London

Vanish's Carpet Street Campaign Exposes Filthy Front Rooms

RB cleaning brand Vanish today returns to UK TV screens with a new advertising campaign, shining a light on the sheer amount of dirt hiding in the nation’s carpets. Titled ‘Carpet Street’, it dramatises the fact that even after vacuuming, carpets are covered in the same dirt you’d find on the street – and highlights the ability of Vanish Gold Carpet Care to give carpets a deep clean.

Set to an increasingly frenetic metal rendition of Grieg’s iconic classical piece, ‘In the Hall of the Mountain King’, the lively spot brings this insight to life by literally bringing an entire street through an average, seemingly spotless living room. Having finished hoovering, our protagonist looks on aghast as a dog being chased by its owner, a group of builders pushing a wheelbarrow full of cement, a hoard of city commuters, a cheering crowd of football fans, a peloton of cyclists and a flock of pigeons – and all the dirt they bring – traipse their way through the room. It ends with a simple solution – Vanish carpet cleaner, which can lift all this dirt hoovering alone can’t reach. 

The campaign, which also includes online and video-on-demand executions, was devised by RB lead creative agency Havas London. The TV ad is voiced by Games of Thrones’ James Faulkner and shot by Sye Allen through OTO Film, while Benedict Spence, best-known for his work on The End of the F***ing World, was DoP. It was created by Rosie May Bird Smith. 

Bird Smith, creative at Havas, says: “If people knew how dirty their carpet really was, and all the filthy fibres it was harbouring, they might be persuaded to do something about it. It’s great to bring a burst of energy, humour and irreverence to what is typically quite a hard-working, functional category.”

Ruxandra Ionescu, Vanish category manager at RB adds: “We wanted to create a new form of the traditional ‘torture test.’ We wanted to creatively show consumers how dirty their carpets really are, whilst highlighting the benefits and performance of Vanish. We’re thrilled with the result: Carpet Street is engaging, it stands out, and brings the issue to life beautifully – before presenting our best solution, Vanish Gold Carpet Cleaner.”

Sye Allen, director, says: "Pigeons, dogs, kids and product demos in a day. Easy! We had a blast shooting in Warsaw with OTO film, and the whole Havas team were a joy to work with. I'm really proud of the film we made and I look forward to collaborating again in the future."

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Client

Vanish: Reckitt Benckiser 

Marketing Director: David Romero

Category Manager: Ruxandra Ionescu

Brand Manager: Rosanna Kelly

 
Creative

Creative agency: Havas London

RB Global Executive Creative Director and Creative Partner Havas London: Elliot Harris

Creative Partner: Rob Potts

Creative: Rosie May Bird Smith

Project Manager: Stefanie Price

Managing Partner: Ainhoa Wadsworth

Business Director: Carolyn Young

Senior Account Manager: Victoria Goulder

Head of Strategy (RB): Chantelle Begley

Group Strategy Director: Becky Taylor Wilkinson

Junior Strategist: Oliver Stogdale

Deputy Head of Integrated Production: Louise Bonnar

Agency Producer: Sarah Sharp

Assistant Agency Producer: Debbie Ragasa

 
Production Company

Production company: OTO Film

Executive Producer: Jacek Tyszko

Director: Sye Allen

DoP: Benedict Spence

Editor: Russell Oxenden

 
Post Production

Post-production: Absolute

Producers: Ollie Ireland, Jenna Le Noury, Belinda Grew, Matt Supersad

Colour: Matt Turner

Flame Op: Carl Godwin-Alvarez

Soundtrack composer: Michael Blainey at SniffyDog

VO: James Faulkner at VoiceSquad

 
Audio

Audio post-production: Jungle

Sound Engineer: Ben Leeves

 
Media

Media agency: Zenith

Genres: People, Dialogue

Categories: Home, Cleaning Products

Havas UK, Tue, 31 Mar 2020 10:40:57 GMT