Clorox wipes your kitchen counter clean. That's the basic message of the brand's latest ad, but the creative part is showing how much fun can be had making it messy.

The spot intersperses a man wiping the kitchen counter with vignettes of all the family fun and mess that can take place on that same surface -- as well as food preparation, we see explosive science experiments, kids leaping on the counter playing superhero games, people spitting food everywhere, a cat jumping on the surface and even a bit of making out by Mom and Dad. Clean is the beginning, says the wording on screen -- what comes next is everything.

The campaign, by FCB West, also includes ads in a similar style focused on cleaning the bathroom and a classroom. Ian Pons Jewell at Reset directed the spots, while Alma worked on a verison of the campaign for the Hispanic market.