Droga5 launches ‘Meet Phill Pace’ for Unilever
Droga5 Sydney has created a film featuring Phill Pace, a contender for the Mr Australia
bodybuilder title, to launch Domestos’ new toilet cleaner.
The film follows a typical day in the life for Phill as he eats his way to the title.
Caroline Gregory, brand manager explains: “Domestos is known for being a hospital grade
disinfectant, so for the launch of Domestos toilet cleaner we wanted to start the campaign with something that would disrupt and truly engage consumers, with something a bit different for the category.”
The campaign, comprising a 90 second TVC and a 2 minute web film, launched on Wednesday night on Australia’s Got Talent.
Mindshare Australia who worked on the media placement were able to secure first break, first position on the national programme, driving social media content which prompted over 175,000 hits on YouTube in just 48 hours.
David Nobay, Droga5 creative chairman said: “The Domestos team wanted to approach this
category differently, and that’s what we’ve done. It’s our first real content work for Unilever, and I’m impressed with the courage the client has shown us.”
The spot debuted on Bestads on Monday and was picked as Bestads Top 6 of the Week.
Credits:
Writer/Art Director: David Nobay
Production Company: Goodoil Films
Director: Fiona McGee
Producer: Claire Richards
Agency producer: Paul Johnston
Business Director: Liz Ainslie
Editor: Dave Whittaker, The Editors
Sound: Nylon
Client: Anthony Toovey, Caroline Gregory, Unilever
Media Agency: Mindshare Australia
2 Comments
that was a long way around to get to toilet cleaning.
Will this be something Domestos target consumer be interested in??? I can’t imagine mums (their audience i presume) would watch this….
Having said that, i hope i am proven wrong – gives license for other FMCG to be braver, though the sceptic in me says it won’t work with domestos core audience.