Finish The Dishes and Glasses
Reckitt Benckiser is promoting the Finish dishwasher brand in a new marketing campaign focused on two commercials, “Dishes” and “Glasses”, focusing on the central role of dishes in people’s lives. In a market dominated by product promotion and functional messaging, Finish is seeking to communicate to the public through the more meaningful language of real life in all its glory. The new campaign seeks to re-engage consumers with dishwashing and learn to love their dishwasher by using Finish.
The Dishes film views life, and dirty dishes, through Finish’s dish obsessed lens, aiming to open viewers’ eyes to the dishes they’re surrounded by every day, especially the surprising dishes people don’t notice, but Finish does. There’s almost no activity in life that doesn’t generate a dirty dish, but Finish has got it covered. Beginning with simple, obvious scenarios, as the narrative unfolds, viewers are taken on a journey from the mundane to the unexpected, all the way from an egg breakfast to existence itself. In each scene, dishes appear to float magically in formation, positioned just as they would be when stacked inside a dishwasher.
The Glasses spot promotes Finish’s Shine & Protect innovation, which helps protect glasses from corrosion. Focusing on a single glass, the film brings to life the diverse experiences its protagonist goes through in everyday life. The viewer’s focus is held on the glass, which remains centred on the screen from scene to scene.
The Finish Campaign
“It’s always a great strategic and creative challenge to turn around a category, but we believe we managed to find a unique, dish obsessed voice for Finish and a human truth to unveil: as long as people are on the earth, there will be lots of dirty dishes to deal with. And usually a few more than you expected!” say Carlos Alija and Laura Sampedro, Creative Directors at Wieden+Kennedy London.
“With this new campaign we are looking to create a more emotional connection between the consumer and dishwashing by demonstrating the simple human truth that life creates dirty dishes. It is a big departure for Finish and the category, but is firmly based in our understanding of consumers and how they perceive the dishwasher, which sits in the kitchen and is taken for granted. We wanted to shake up that perception and remind users of the important role that dishwashing plays every day” says Helen Powell, Finish Marketing Director. “Finish has consistently innovated to move the category forward and drive growth, and this is consistent in this new campaign.”
The Finish The Dishes and Glasses campaign was developed at W+K London by executive creative directors Tony Davidson and Iain Tait, creative directors Carlos Alija and Laura Sampedro, creatives Erin Swanson and Cal Al-Jorani, agency executive producer Danielle Stewart, TV producer Genevieve Sheppard, assistant TV producer Chloe Roseman, creative producer Monika Andexlinger, interactive producer Silvan Schreuder, titles and graphics producers Jon Harris and George Adams, head of planning Beth Bentley, planning director Paul Coleman, planner Tom Lloyd, group account director Nick Owen and account director Francesca Purvis working with Finish marketing director Helen Powell.
Visual effects were produced at The Mill by VFX supervisor Hitesh Patel, Flame artists Andrew Wood and Gary Driver, VFX producer Alex Candlish.
Music and sound were produced by Siren with composer Alex Baranowski and producer Sian Roger, sound producer Rebecca Bell, with Factory sound design and mix team Jon Clarke, Neil Johnson and Anthony Moore, producer Rebecca Bell.