Clean is the beginning. What comes next is everything.

Jul. 26, 2017

Clean is more than getting rid of dirt and germs. Clean is about setting the stage for everything that comes after. A clean slate. A blank canvas. A fresh start.

This is the first large scale campaign for Clorox in the new strategic platform developed by FCB, there'll be further installments this year.

Clorox disinfecting products wipe away dirt and germs. This new campaign celebrates what comes after the clean: real life, unpredictable, chaotic and wonderful life.

Cleaning is more than getting the place back to normal. What’s important is all the real life that is beyond the clean, full of energy, spontaneity and fun. 

We celebrate the moment of cleaning with dramatic flash-forwards of all the authentic family moments that unfold later on that surface.

Clean is the beginning. What comes next is everything. 

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Kitchen

A clean counter is the nucleus in the home that connects the family. To share their victories. To grow and experiment. 

Clean turns a counter into a stage, a laboratory, a victory lap.

We hero this message by contrasting the act of cleaning a counter - with wild flash-forwards of all the joyful family connections, which occur next on that kitchen counter.

A clean kitchen is the beginning. What comes next is everything.

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Bathroom

A clean bathroom brings families together. Invites opportunities of deep connection. Creates a moment of peace.

Clean turns a bath into a sanctuary, a playground, an adventure. 

We celebrate this message by showing the moment a bath is wiped down - with dramatic flash-forwards of all the authentic family moments, which unfold later around the bathtub. A clean bathroom is the beginning. What comes next is everything. 

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Classroom

A clean desk means a clear mind. Greater focus. Happier students. Fewer sick days. 

Clean turns a desk into a stadium, a theater, an escape.

We celebrate this message - and the back to school season - by pairing the moment of a desk being disinfected with fun and playful childhood moments, which happen afterwards at that desk. A healthy classroom is the beginning. What comes next is everything. 

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