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Creative

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”

Pine-Sol Partners with FCB Toronto in Bid for People to Stop Shortcut Cleaning and Start Disinfecting

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

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%'

Creative Agency

Agency: FCB Toronto

Chief Creative Officer: Jeff Hilts, Nancy Crimi-Lamanna

Group Creative Director: Troy McGuinness

Senior Art Director: Sally Fung

Writer: Sara Radovanovich

Account Management

VP, Account Director: Jodi Spanninga

Account Director: Melissa Paulino

Account Coordinator: Tosin Adeniyi

Broadcast Producer: Carol Boate

Strategy

Chief Strategy Officer/Sr Planner: Shelley Brown

Strategy Director: Shelagh Hartford

Production

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

Category: Cleaning Products , Home