Essity's paper towel brand Plenty has amused us before with its "Love is Messy" campaign featuring honest, hilarious depictions of domestic mess, starting with an epic 2020 holiday ad in which a grandma pulled tinsel out of a cat's butt. Its latest spot is shorter and simpler, but just as fun.
The U.K. commercial, directed by Tom Brown of Flare Productions for AMV BBDO, revolves around a cute kid cooking his mom a bowl of soup in a microwave. "He's ruined your life, but he's making you lunch!" says the voiceover (by "Motherland" actress Diane Morgan, a perfect piece of casting). "Is that the sound of your heart bursting?"
Unfortunately not, it's the bursting of the bowl of soup, all over the microwave. Luckily, all this can be cleaned up with a Plenty towel, until the next spillage.
The Plenty brand platform "intends to dynamite the category cliches of pristine kitchens and perfect relationships where we never see any emotional tension or real-life mess," according to the agency.
It's also a good example of how to deliver a good dose of modern comedic advertising in a product-driven sector.