The series depicts typical families, the different rooms around their homes and Clorox’s boundary pushing cleansing powers as a household staple.
The first spot, “A Clean Kitchen is Just the Beginning”, sees a family’s kitchen counter wiped down only to better exposed to rather surprising dirty bits.
From culinary experiments with a fresh red snapper, to costumed kids jumping off the counter, or even a science project gone wrong: all beautiful snippets of life causing messes. In one swipe, Clorox handles the damage and life continues.
Colorist Mikey Pehanich comments: “We wanted to embrace the warmth and fun of families making messes together. We juxtaposed warmer mid-tones to the naturally cooler backgrounds. To bring out certain areas and catch the viewers’ eye, we shaped and enhanced depth and shaped the images by using soft vignettes and rolled-off contrast.”
Living life to its messiest is all fixed when the solve is one quick wipe down.
Agency: FCB West
VP, Director of Integrated Production: Elizabeth Morse