W+K London Takes On Life's Messiest Moments for Finish

Finish, RB’s leading dishwashing brand, has released its latest set of television commercials, following 2015’s highly successful ‘Dishes’ and ‘Glasses’ campaigns. The newest TVCs mark the second brand campaign by Wieden+Kennedy London, whose previous work for Finish redefined category norms and went on to win a Silver Cannes Lion award.

The latest work, titled ‘Powerball Versus Life,’ demonstrates that the Finish Powerball is robust enough to take on the dirty dishes produced by landmark life events. Viewing ‘Ageing’ and ‘Heartbreak’ through Finish’s charmingly dish‐obsessed lens, the campaign focuses on moments when the Finish Powerball must take on the dishes produced by life’s many turmoils and messy moments.

‘Ageing’ and ‘Heartbreak’ are respectively examined by the dishes they create. ‘Ageing’ is defined by tough, sticky, birthday cake‐streaked plates, while ‘Heartbreak’ leads to dishes streaked with gooey, difficult to clean comfort food residue. Told not from the human perspective, but from a dishwashing point‐of‐view, each new TVC sees the Powerball taking on life’s dishwashing challenges and proving that it is well‐equipped to deal with them. A natural progression from ‘Dishes’ and ‘Glasses,’ the latest TVCs explore the inevitable moments dirty dishes pile up, and how Powerball tackles life’s dirty dishes.

According to Wieden+Kennedy Creative Directors Carlos Alija and Laura Sampedro, “Many books, songs and films have attempted to explain human nature and the meaning of life. Finish believe what defines human existence and what men and women came to this world for is making tons of gooey, sticky, dirty dishes. While someone writes a poem or an opera about this, who better than the leading dishwasher brand to reveal this inexorable truth?”

Finish Marketing Director Helen Powell is equally enthused about the debut of ‘Ageing’ and ‘Heartbreak’, saying, “We are very excited about the new 2016 comms, which are centred around Finish Powerball – our unique point of difference. With ‘Ageing’ and ‘Heartbreak,’ we continue on our journey to re-engage consumers with the dishwashing category.” 

“Our communication campaigns last year marked a big departure for the brand and the category, based on the simple human truth that life creates dirty dishes. In 2016, we will continue to tap into this insight, this time with the ‘Powerball vs. Life’ campaign. Finish led the way in 2015; now it’s time to move the category forward once more with this new initiative.”