Havas London has unveiled its first major work for Finish — the world’s leading auto dishwashing brand — since it won the account back from Wieden + Kennedy in 2017.
Let it Shine, for Finish Quantum dishwasher tablets, is a joyous, unashamedly populist singalong to traditional gospel song This Little Light of Mine, with the lyrics playfully adapted to reflect some of the everyday objects that Finish helps to shine. It breaks on 4th June across TV, online and at point-of-sale, and will run globally for 12 months.
The campaign is based on the insight that ‘shine’ is the ultimate indicator of a perfect clean. The brand believes that consumers should not just expect their dishes to be clean — but to be so clean they shine. This film champions the fact that only Finish Quantum can deliver results that live up to this expectation.
This message is delivered musically through a cinematic spot from Pulse’s Fred Scott, injecting some welcome emotion into a sometimes sterile category. It follows a diverse cast — representing the genuinely global nature of the brand — in the aftermath of a range of occasions preluding washing up, from solo glasses of wine to corporate entertaining; cosy nights in front of the TV to lively dinner parties with friends. The spot’s scale and production values reflects the premium nature of the product.
Chris Dunne, Senior Brand Manager at RB says: “Life is not about washing up — but it does create it. This campaign celebrates all of those occasions that make the washing up worthwhile, while at the same time reminding people of Finish’s superior cleaning power.”
Elliot Harris, Deputy Executive Creative Director at Havas London adds: “Finish is an everyday brand, and we’ve tried to root this campaign in those everyday, but important, little vignettes that make up life. And who doesn’t love a good singalong? We couldn’t resist basing this campaign around such a classic, much loved, and very fitting soundtrack.”
CREDITS
Project: Let it Shine
Client: Finish (RB)
Category Manager: Barbara Yuste
Senior Brand Manager: Chris Dunne
Creative agency: Havas London
Executive Creative Director: Ben Mooge
UK Group Chief Creative Officer: Mark Whelan
Deputy Executive Creative Director: Elliot Harris
Creative: Joe Williams
Business Director: Ainhoa Wadsworth
Senior Account Director: Charlie Read
Account Manager: Tati Yanchoglo, Sarah Jacobs
Agency Production Lead — RB: Louise Bonnar
Agency Producer: Charlotte Lawrence
Assistant Agency Producer: Adrianne Godfrey
Head of Strategy RB & Strategy Partner: Chantelle Begley
Strategy Director: Tilly Swann / Becky Taylor-Wilkinson
Production company: Pulse
Executive Producer: Lucy Kelly
Producer: Chris Harrison
Director: Fred Scott
DoP: Jaime Feliu Torres
Editor: Billy Mead @ Ten Three
Post-production: Absolute (Live Action), Time Based Arts (CGI)
Audio post-production: Nick Angell @ Angell Sound
Music Production: Soho Music
Media agency: Zenith Optimedia
Exposure: TV, Digital, POS
