Green cleaning ads are getting a decidedly new look, as Method launches a campaign via connected TV, digital, outdoor and in-store that encourages people to joyfully make messes with the confidence that natural products can clean them up.
The new effort from Muhtayzik/Hoffer and digital shop Essence shows in highly stylized slow-mo sequences people making intentional messes using a leaf blower on birthday cake, throwing fruit into a fan or hitting meatballs with golf clubs with the slogans "fear no mess" and "Method: Clean ingredients for dirty play."
Method will put $12 million behind the effort, which won't make it to conventional TV, but will appear on connected TV devices, YouTube pre-roll, Facebook, Instagram, Pinterest, the Viggle app, in-store and elsewhere out-of-home. The latter placements are meant to "stop pedestrians in their tracks by presenting a surprising video loop where each mess execution is seemingly endless and magical."
"The biggest thing holding consumers back from trying a brand like ours is inertia," said Method CMO Alison Worthington. "Consumers are really in a rut." So the campaign was designed to be visually arresting, or "weird and wonderful, with intriguing characters and fantastical messes."
Consumers "know they shouldn't use unhealthy ingredients, but they're stuck in that routine," she said. But Method chose to approach that message more with art than preachiness
But Method chose to approach that message more with art than preachiness. The brand has always been firmly rooted in style and design -- and making cleaning fun, so the new creative approach is a natural progression. "The message here is that dirt is not the enemy," Ms. Worthington said. "Boring is."
It's perhaps the most surreal household cleaner advertising ever, drawing on visual styling of fashion, said John Matejczyk, executive creative director of Muhtayzik/Hoffer.
"As consumers, we're so busy trying to wipe away every little germ we're forgetting what we did to create the mess," said Joel Kaplan, creative director. "I explained it to someone this way: When you talk about a rock star trashing a hotel room, that's the story, not the person cleaning it up the next day. So let's make sure we're focusing on the excitement behind the story."
The campaign includes digital out-of-home with such things as a melting snow cone on an endless loop, which Ms. Worthington described as "GIF-like" and thus also ideally designed for the short-attention-span theater that is advertising on Facebook and other mobile social media.
Method considered broadcast, but ultimately decided to chase its "digital native" target entirely online, including ads delivered programmatically in programming or via pre-roll on Roku. It's part of a plan to step up spending long term, increasing it 25% annually going forward, she said.
Read more about the effort on Adage.com.