There have been quite a few more dishes than usual piling up around in the office over the past few months - all in the name of our first campaign for RB dishwasher detergent brand Finish, which launched this weekend with a 40” TV spot, ‘Dishes.’ Directed by mega-cool Megaforce through Riff Raff, the film views life, and dirty dishes, through Finish’s dish obsessed lens, aiming to open our eyes to the dishes we’re surrounded by every day, especially the surprising dishes we may not notice, but Finish does.
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 something as big as existence itself. In each scene, dishes appear to float magically in formation, positioned just as they would be when stacked inside a dishwasher.
The film kicks off RB’s category brand repositioning campaign, which aims to shake up the household detergent category by focusing on the central role of dishes in people’s lives. In a market dull as dishwater dominated by product promotion and functional messaging, Finish wants to communicate to the public through a human truth: as long as people are on Earth, there will be dirty dishes to deal with.
‘Dishes’ is supported by a product focused ‘Glasses’ spot, which promotes Finish’s Shine & Protect innovation, which helps protect glasses from corrosion. With a single glass as its hero, 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 stays locked on the centre of the screen in every scene.
So if you’re in the need for some spring cleaning inspiration, take a peek, peel off the rubber gloves, and learn to love your dishwasher.