Spikes Asia

Tough Stains

MULLENLOWE SINGAPORE / BREEZE / 2019

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Overview

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Overview

Background

Breeze laundry detergent is sold in South East Asia, a market that has various levels of development. While the urban city dwellers live in homes equipped with washing machines, the majority of people both urban and rural still scrub their clothes by hand. Therefore the physical struggle that comes with the act of intensive, repetitious scrubbing is only intensified when the stain remains stubbornly fast – it becomes a personal duel where the victor is often the stain – and a very familiar and recognisable one in this market.

Execution

If you’ve ever tried to get rid of a stubborn stain – one that survives any amount of scrubbing, dabbing and bleaching, you’ll understand the struggle and the frustration that comes with almost certain failure. In these films, we anthropomorphise such stains, and from the moment of attack (a salsa spill, a grease squirt, an ink splash) the “stain” launches itself on our protagonist, viciously attacking and grappling them. No amount of struggle can shake them off. There’s no escaping their stubborn clutch. Only at the end of the films do we pull out to reveal the antagonists being a stain on the clothes worn by our protagonists, their frantic attempts at removal leading only to whimpering defeat. The solution? The new Breeze laundry detergent with the only formula capable of defeating such stubborn stains.

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MULLENLOWE SINGAPORE

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2019, BREEZE

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