The Objective
Carpet care is a low‑interest, low‑trust category where shoppers avoid the aisle and doubt every claim. The strategic challenge is breaking through that apathy and scepticism. The client wanted to lean into a familiar doorstep challenge format, a simple recognisable proof‑mechanic with the potential to cut through by showing real results in real homes.
To reinvent the doorstep challenge, we introduced the ‘Carpet Medics’, a Monty Python inspired squad who burst onto doorsteps the moment anyone mentioned their carpets. Turning a familiar demo into a comic spectacle, giving Powerpowder a distinctive cultural edge. The idea landed so strongly that ‘David Reviews’ compared the TV spots to the iconic Marmite ads.
TV - 30 Seconds
Creative Solution
The Objective
Reckitt Benckiser introduced Finish Power & Pure, a tablet with more Active Oxygen and fewer chemicals, designed for consumers demanding a cleaner clean without sacrificing performance. The challenge was announcing a purer product in a category where “power” dominates, and ensuring shoppers still believed in Finish’s industry‑leading clean.
We launched Finish Power & Pure with a 30‑second TV spot that announced its arrival as the purer tablet that still delivers the unmistakable Finish clean. The creative idea dramatised purity and power in a way to reassure consumers that fewer chemicals didn’t mean weaker results. The film showed a new kind of clean: lighter in formulation, uncompromising in performance.
TV
Creative Solution