CLOROX - BLEACH DOES THAT
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Agency: FCB San Francisco
Client: Clorox | Bleach
Role: Art Direction, Production, Designer.
Before bleach saw a surge in demand in 2020, it was seen as the “nuclear option” of household cleaners—intimidating, outdated, and avoided by younger generations. They didn’t know when to use it, how to use it, or why they should. So we set out to change that.
Our goals were clear: find fresh, relevant ways for Millennials and Gen Z to use bleach in everyday life, and flip fear into curiosity.
We launched a music video that doubled as a how-to—wrapping educational content in karaoke-worthy lyrics to teach a new generation how to use our product.
Our goals were clear: find fresh, relevant ways for Millennials and Gen Z to use bleach in everyday life, and flip fear into curiosity.
We launched a music video that doubled as a how-to—wrapping educational content in karaoke-worthy lyrics to teach a new generation how to use our product.
RESULTS
RESULTS
Even with limited media support, the video took off and quickly grew to +10 million views and 4.7k+ likes on YouTube.
Our average view duration was 54 seconds! Almost everyone who saw this video decided to watch to the end.
*On Youtube, the average view duration for a 60 second ad is 7 seconds. Most advertisers are lucky to get someone more than two seconds past the ‘skip ad’ button. (Take that best digital practices!)
We also did some fun animations to support it
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What people were saying
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People liked it so much that someone actually went ahead and did
a
20 min version of it >>>
Yeah, Bleach does that...for 20 mins
20 min version of it >>>
Yeah, Bleach does that...for 20 mins
