Cannes Lions

I Love Doing Dishes

WIEDEN+KENNEDY, London / RECKITT BENCKISER / 2018

Film
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Finish is the single biggest dishwasher tablet brand in the world. But it’s hard to sell tablets in countries where hardly anybody uses a dishwasher. We partnered with dishwasher manufacturers in Russia, China, Turkey and Saudi Arabia to remind people of the absurdity of washing dishes by hand through the medium of song. I Love Doing Dishes is a colourful, comedic musical translated into four languages, with a diverse array of characters representing four culturally disparate markets. Why waste time, suffer those wrinkly, scalded hands and use those stinky washing-up sponges when there is a far better alternative? The spot created a movement to shake people out of their current behaviour, letting them know that there is an alternative to the world’s most hated chore. Powered by Finish, of course...

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