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Cleaning up a brand's image.

Client: Pine Sol

Project: Brand TV Campaign

These simple, voyeuristic spots completely transformed a brand that was not only seen as old-fashioned, but considered to be too strong and pungent. Six months after launch, top-of-mind awareness and volume grew while the competition went into decline, and the campaign went on to insulate Pine Sol, enabling it to withstand the launch of Unilever's Vim the following year.

Rare honour: In May 2005, ‘Dog Tired’ was named by the Institute of Communications and Advertising as one of the top 10 English-language ads of the past 50 years. 

Art Director: Marketa Krivy, Shelley Weinreb

Copywriter: Ben Weinberg

Creative Director: Rich Price-Jones, Dave Chiavegato 

Agency: Palmer Jarvis DDB