Graduates will get almost all the attention in the current graduation season. Almost. Whirlpool is out to honor some of the folks who got them there, specifically parents in a "Congrats, parents" follow-up to its "Every day, care" campaign, which won a Grand Prix for Creative Data at the Cannes Lions International Festival of Creativity last year.
The campaign from Digitas, including this 90-second anthem spot, runs until June 30 on TV, digital and social-media networks, plus a content series with Upworthy on Whirlpool.com, Everyday.com and via the brand's e-mail list.
Of course, the Creative Data winner has some data too. Behind each of the 3.6 million high school graduates in the U.S. this year are 7,488 loads of laundry, 2,700 loads of dishes, and 19,710 meals (assuming three a day for 18 years).
Olof Lindh directed the spot, via BR-F.