When Glad wanted to demonstrate the toughness of its ForceFlex Plus Advanced Protection trash bag, it decided to subject it to a test that could damage pretty much any bag. It sent it as airline checked luggage.
In the first of what the Clorox-owned brand is calling "Torture Tests," agency FCB Chicago packed a ForceFlex bag full of stuff and checked it in on a journey across the U.S. As seen in the video here, the bag survived baggage handlers, the hold and the carousel intact.
According to the agency, the traveling trash bag was largely captured guerilla-style, using GoPros, handheld cameras and long lenses. FCB wouldn't reveal which airline(s) the trash bag was flying with--and the agency emphasizes it is not in any way calling out airlines' luggage policies. Moreover, the shop admits that some of the video was staged, and the team had access to a part of an airline baggage area, where actors played luggage handlers who tossed the bags around. Overall, the goal was to depict an experience that people understand as being tough on bags to demonstrate the product message.
Liz Taylor, chief creative officer of FCB Chicago, says in a statement: "Instead of the classic product demo, we decided to put a creative twist to it: If this trash bag can handle traveling cross-country through airports--through the baggage handling system, on airplanes and out the luggage carousels--then it can handle your everyday kitchen trash!"