Colgate-Palmolive spoofs telenovelas for Fabuloso, a Latino household cleaning staple

The multipurpose lavender product makes your house ‘dramatically clean’ in spots from VML

Published On
May 23, 2024
Family accepting will from lawyer

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In a Latino household, when Rocio Durcal songs begin to play on a Saturday morning, it’s cleaning time. Fill up the mop bucket and get to work—sleep is no more!

This universal experience and the distinct smell of a lavender cleaner—Fabuloso—mark the core memories of Latinos everywhere, which is why Colgate-Palmolive’s campaign for the multi-purpose cleaner came (to me, at least) as a bit of a surprise. After all, the product is a staple that many Latinos are aware of without the need to be advertised.

“Dramatically Clean,” created by VML, targets the Latino demographic through a parody of the modern telenovela, featuring over-the-top characters and skits of drama within a seemingly wealthy Latino family. 

Created with directors Traktor, three spots depict food fights and family feuds (interrupted, of course, by Abuelita and a bottle of Fabuloso), tragic messes and even a reading of Abuelita’s last will, backdropped by a Spanish guitar theme song.


The spots feature a title slide that mimics the family shot in “Keeping Up with the Kardashians,” coincidentally as the campaign kicks off during “The Kardashians” Season 5 premiere on Hulu. Comedically poor acting, colorful outfits and deep sighs punctuate drama throughout.

While the spots are fun to watch and meant to portray the excitement of cleaning with Fabuloso, it will be interesting to see the reaction to the campaign—as the over-the-top personalities, their wardrobes and the deep Spanish accents might be seen as overly stereotypical by some. Some of the portrayals of the characters are in line with common stereotypes of Latinos in media, including the Latin lover, which is depicted in the “Last Will” spot.


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May 23, 2024
Client :
Agency :
Senior Vice President :
Amy Benford
Director of Integrated Marketing :
Victoria Mah
Social Media Manager :
Andrea Gasic
Director :
Executive Producer :
Ben Davies
Head of Production :
Ari Schneiderman
Line Producer :
Laura Miller
Chief Creative Officer :
Wayne Best
Group Creative Director :
Jim Wood
Group Creative Director :
Justin Roth
Creative Director :
Ana Magalhaes
Creative Director :
Amanda Caldari
Senior Art Director :
Marcos Porrata
Senior Copywriter :
Joel Johnson
Senior Producer :
Andy Murillo
Managing Director Brand Strategy :
Joanna Moy
Senior Strategist :
Natasha Davis
Executive Business Lead :
Kelly Considine
Client Services Director :
Aleya Brahmachary
Account Director :
Frank Torok
Sr. Account Manager :
Isabella Novack
Connections Director :
Matt Garcia
Connections Supervisor :
Jessica Morales

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