W+K London and Finish Hilariously Highlight Our Hatred for Handwashing Dishes

To recognise people’s hatred for washing up by hand, Wieden+Kennedy London has created the ironic musical 'I Love Doing Dishes!' for Finish’s latest global advertising campaign.

The campaign is led by a 75 second film, created in association with leading global dishwasher manufacturers, which will play out in a number of countries worldwide, including China, Brazil, South Africa and Turkey, where hand-washing is still the norm for the majority of people.

The multi-platform campaign holds a mirror up to the absurdity of washing dishes by hand, while the song lyrics, written by Wieden+Kennedy London, express the numerous niggles of this mundane and repetitive chore. The ad culminates with the inflation of a giant yellow rubber glove, the icon of hand washing, which finally bursts to a voiceover advising to "leave dishwashing to dishwashers". 

The iconic exploding rubber glove will be used across media channels including print, out-of-home and social, while radio edits of the song will be aired at the times of day when people are most likely to be hands deep in the sink. 

Carlos Alija and Laura Sampedro, Creative Directors at Wieden+Kennedy London, said: “It’s always challenging to tackle such diverse audiences across the world, but tapping into the universal shared misery of having to wash the dishes by hand opened up creative space relevant to all.”

The film was directed by Ian Pons Jewell via Friend, while the digital assets and CGI were produced by Time Based Arts. Lyrics and original music created by W+K London, final composition and recording by Warner Music.