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Cute-Eyed Mr Boddington Stars In Critical Mass' Latest Campaign for Pine-Sol

Critical Mass, 1 year, 7 months ago

The contemplative cat features in one of nineteen new videos

Cute-Eyed Mr Boddington Stars In Critical Mass' Latest Campaign for Pine-Sol

Pine-Sol is Pine-Sol.

We spend 100 billion hours on YouTube every year. It’s not a surprise. There’s something in one of YouTube’s 26 categories for everyone.

So when Pine-Sol needed a way to show people it was capable of more than cleaning just floors they saw that interaction - the first search -  as the perfect way to show off the versatility of their cleaner.

So when someone on YouTube searched for ‘funny cat video’ we made a matching pre-roll that shows while Pine-Sol might not know a thing about what goes through Mr. Boddington’s mind, they definitely know how to clean up after him. 

Because the videos were made with simple, short stock video the company was able to produce at least one video for every YouTube category - more than one for really popular ones like ‘makeup tutorials.’

You can view the Mr Boddington video below- and check out every other video in the campaign right here.
Creative Agency

Creative Director: Christiaan Welzel

Copywriter: Stefan Smith

Chief Creative Officer: Conor Brady

Designer: Kathryn Whiteside, Nik Mihaylov

Strategy Director: Scott King

Project Manager: Lauria Ma, Amanda Fung

Group Strategy Director: Jared Folkmann

Production co-ordinator: Carla Velazquez

Account Director: Jolene Dobson

Genre: PR