A little punny I know, but bear with me. All sexism aside, it’s no secret that women are the main target for laundry detergents and bleaches such as Clorox. Typically, they are the ones purchasing them. But what about the bachelors out there? How do you reach out to guys’ guys who believe that fresh underwear means turning yesterday’s Hanes inside-out? Chillin’ in previous night’s tidy whiteys might be OK for a Sunday afternoon spent sitting alone on the couch. Once in a while, though, you have to cut the crap (sometimes literally) and wash your clothes. This campaign pokes fun at the times when we don’t quite make it to the toilet, with toilet humor of course. It gets them thinking about products and problems that their moms normally have taken care of all their lives in a way that’s both funny enough to get their attention and relevant enough to work.
While putting this concept together, I thought it would be interesting to allude to the “accidents” we sometimes have without making it too obvious. Being too literal would not only take away the fun of the campaign, but it would also be in poor taste and just crude. The concept is: Fighting stains without staining your pride while using toilet humor. The execution: Using signs we are all familiar with and spinning their meanings around in a funny way. It seemed easy enough at first, but getting a decently funny third ad and still making sense proved to be conceptual constipation.
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