Earth Choice lifts the curtain on environmental damage of chemical cleaners in new ad

Earth Choice’s new campaign aims to to inspire consumers to make a better choice for the planet by switching to the environmentally-friendly cleaning brand.

In the TVC, a girl follows a bubble from the dishes in the sink, through the forest where she finds a curtain hiding the waste of chemical cleaning products.

Lou Quill, director of the TVC, explained the concept behind the ad.

“The visual metaphors used in this campaign illustrate our daily denial surrounding our environment. Like Alice in Wonderland, the narrative follows the waste pipe system which spurs us toward discovery and truth, and bubbles that create a sense of game and play which further amplifies that we are all playing with the future of our planet,” Quill said.

Communicado was the creative agency behind the campaign.

Eliza Mielczarek, Communicado account director, said: “With such a compelling proposition, we saw an opportunity to develop a campaign beyond the category norm.

“For many of us, facing environmental issues can feel overwhelming but small acts multiplied by millions can make a drastic difference. We wanted to inspire curiosity when inviting our audience to consider their everyday impact and explore the idea that it can be so easy to make more ethical choices.”

Natures Organics brand manager, Brent Vrdoljak, said in a statement: “Our aim was to develop a campaign which not only puts Earth Choice back on the radar but also inspires consumers to make a better choice.

“The Earth Choice brand was established in the early 80’s. It has authentic environmental credentials having pioneered green approaches to kitchen, bathroom and laundry product, packaging and processes for decades.

“Each bottle of Earth Choice product contains high-performing formulations sourced from natural elements, is non-toxic, cruelty-free and uses recycled plastic. We offer an affordable and genuine alternative for consumers looking for a better outcome for their homes and the environment.”

30 and 15-second spots will run across the Seven Network, catch-up TV, and six-second ads will appear on Youtube. A social media and influencer strategy will also be executed.


Client – Natures Organics
Agency – Communicado
Production – The Producers
Director – Lou Quill
Post-Production – Pancho Studio
Music – Gusto Studio
Media – Consumedia & Half Dome Digital


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