‘You don’t know where that’s been’: Pine O Cleen banks on the gross-out factor
Pine O Cleen’s latest campaign via Host/Havas reveals the unsanitary history behind some items which find their way into consumers’ houses.
The ads are the first new campaign for the cleaning goods brand for several years, and will be broadcast across TV.
In the firing line are coasters brought home from the pub, as well as a cricket ball found by children.
Reckitt Benckiser marketing director, Arnaud Sudre said the campaign completes Pino O Cleen’s brand relaunch.
“Pine O Cleen has been helping Aussies clean and disinfect their homes since its creation in Melbourne in 1939, a real Australian icon. This new campaign perfectly captures the brand’s Australian heritage as well as its core disinfection promise. It completes a full brand relaunch which also includes innovative products from surface sprays infused with natural ingredients like essential oils, vinegar or baking soda, and disinfecting wipes with 100% natural fibres,” Sudre said.
Host/Havas executive creative director, Jon Austin, said: “Not all germs are created equal. There’s something much grosser about a stranger’s germs than our own. I once witnessed my son crawl under the seats at an airport and come out chewing gum. We’re hoping this campaign elicits the same reaction that I felt after seeing that.”
Credits
Host/Havas
Managing Partner: Naren Sanghrajka
Senior Strategist: Will Moore
Account Director: Adam Blaynee
Account Manager: Robert Barker
Executive Creative Director: Jon Austin
Creative Director: Josie Burns
Art Director: Fernanda Gil-Pier
Copywriter: Joe Ranallo
Production Director: Alistair Ferrier
Production Company: Rabbit Content
Director: Craig Rasmus
Producer: Rita Gagliardi
Editor: Lucas Baynes / ARC Edit
Post-production & VFX: ALT FX
Audio: Song Zu
Casting: Peta Einberg
I bet that the coaster ad was an original experience someone in the agency had! It is too close to the bone – think about it. Gross.
User ID not verified.
Your latest ads are just disgusting. I’ve always used pinoclean but your ads have really turned me off aaagggghhhh
User ID not verified.
If Pine o Clean is trying to target the housewife, you should have thought twice before coming up with these repulsive ads. Not funny or CLEVER at all. Get rid of the agency you used..
User ID not verified.
Won’t ever buy pine’ocleen again. Your ads are gross (I know this was meant) but they only discourage me from buying your product. The ads make me feel sick and always seem to be played at tea time, yuck puts me off eating. Please take them off. I don’t know who thought grossing people out was a good idea but I’d fire them, they were wrong! Hate these ads and want them off my TV . Thank you.
User ID not verified.
Your ad with the drink coaster from the hotel, is gross. I change channels when it comes on the TV.
Your advertising agency needs to change direction to make us want to watch the ad, not turn away from it.
User ID not verified.
The ad with the coaster is absolutely disgusting. I will never buy Pine O Cleese’s ever again.
User ID not verified.
Please remove this ad, it’s unnecessary & disgusting.
User ID not verified.
I think the latest Pinoclean ads are disgusting and I believe are totally unsuitable and not necessary for TV viewing. Yes, your marketing efforts have made me notice the advertisement and that is your aim. However, as a result of this advertising campaign I will never buy another Pinoclean product again
Kirsty Mortlock .
User ID not verified.
I love ads. I enjoy the creative talent that goes into them. This campaign has made me turn off the channel and for the first time ever write something like this. If you are relying on the gross out shock factor, we’ll done! I am grossed out and will never buy pineoclean again.
User ID not verified.
Your latest ad is repulsive – I can’t look at my pine o clean products because it makes me think of the ad & Yukkkk ! So I’ve stopped using them .
User ID not verified.
The pine o cleen ads are so disgusting I wont buy products again. And really sick of them airing during dinner etc. You really missed the mark.
User ID not verified.
Never, ever, will I buy Pine o clean products again.. I’ve used them for 40 years, but NO MORE! absolutely disgusting, it makes me sick and want to vomit when they come on… who on earth thought of these despicable ads? YUK!
User ID not verified.
If u think your disgusting ad is going to make me buy ur product ur mistaken.
User ID not verified.
Your ads have gone from bad to worse this year…disgusting!!!!!!!!!! Every time one of these awful ads come on my TV I rush to CHANGE THE CHANNEL!!!! Is that you want?????
Our whole world is going from bad to worse and becomes more disgusting everyday. Why do you want do the same? You need a new advertising campaign.
I used to buy your products but NOT ANYMORE!
User ID not verified.