Finish - "Dishes"

Wieden+Kennedy

Wieden+Kennedy London, Reino Unido

Premios

28929

Marca: Finish
País: Reino Unido

Anunciante: Reckitt Benckiser

Título	Dishes
Agencia	Wieden+Kennedy
Campaña	Every dish, everytime
Anunciante	Reckitt Benckiser
Marca	Finish
Fecha de primera difusión/publicación	2015 / 4
Sector Empresarial	Productos de limpieza, jabones, detergentes
Sinopsis	Modern life is riddled with dirty dishes, and Finish wants to help.A new 40-second, rapid-fire ad created by Wieden + Kennedy London for the dishwasher soap (owned by Reckitt Benckiser) runs through the various types of human activities that might make a mess of plates, bowls and glasses—and it turns out pretty much all of them do.
Filosofía	The deliberately grandiose concept could easily feel like an overreach for a mundane product, but the execution is brisk enough—with enough rich detail, quirky absurdity and clever insight packed in—to actually be kind of delightful, like when a shellshocked new father is beset by a gang of floating, filthy baby bottles.It also shows W+K's knack for punching up the emotional significance of even dull brands with beautifully shot spots. "Dishes," directed by Riff Raff's Megaforce, feels a bit like a cross between W+K London's hypnotizing work for Lurpak butter and the Portland mothership's slice-of-life campaign for Target from a few years back. It probably helps that the Finish idea is loosely based on the fundamental truth that everyone has to, you know, eat. But it should resonate particularly with anyone who's ever looked at a stacked sink after a hearty meal and thought, in a moment of extraordinary laziness, "Really? Again?"The voiceover's kicker, "Every dish, every time," drives home the point that the product will leave you freer to focus on what matters, rather than living elbow deep in pots and pans. A second new ad takes a similar quick-cut approach, from the narrower perspective of a single glass. It's also full of deft touches that tell smaller stories within the bigger one. (If the vessel is hosting a party on Saturday, it's helping cure heartburn on Sunday.) The payoff—keeping glasses shiny—is less ambitious, and less rewarding, but clear enough. The odds of that glass surviving long enough for it to matter, though, are pretty slim. And it's not really worth wondering where dishes go when they die.
Medio	Televisión
Duración	40 seconds
Montaje	Final Cut
Efectos especiales	The Mill New York
Mix Company	Factory Studios
Director creativo	Laura Sampedro
Director creativo	Carlos Alija
Creative	Cal Al-Jorani
Creative	Erin Swanson
Director ejecutivo de creación	Iain Tait
Director ejecutivo de creación	Tony Davidson
Productor ejecutivo agencia	Danielle Stewart
Group Account Director	Nick Owen
Director de cuentas	Francesca Purvis
Head Of Planning	Beth Bentley
Planning Director	Paul Coleman
Planner	Tom Lloyd
TV Producer	Genevieve Sheppard
Assistant TV Producer	Chloe Roseman
Creative Producer	Monika Andexlinger
Interactive Producer	Silvan Schreuder
Productora	Riff Raff Films
Realizador	Megaforce
Productor ejecutivo	Matthew Fone
Productor delegado	Jane Tredget
Director de fotografía	David Ungaro
Montador	Joe Guest
Execuive Post Producer	Gemma Humphries
Visual Effects Supervisor	Hitesh Patel
Flame Artist	Gary Driver
Flame Artist	Andrew Wood
Visual Effects Producer	Alex Candlish
Titles, Graphics	George Adams
Music, Sound	Siren Factory
Composer	Alex Baranowski
Productor	Sian Rogers
Sound Design	Anthony Moore
Sound Design	Neil Johnson
Sound Design	Jon Clarke
Producer	Rebecca Bell