Scotch Brite | Helping Hand
Scotch-Brite is a popular line of abrasive products produced by 3M - an American multinational conglomerate.
We partnered with Grey, Bengaluru to create a series of ads that highlighted the utility of the scrub pad in a never done before method.
The ad film is approached through the sensibilities of a Hindi television soap opera. It is a humorous play off the stereotypes which is evident in the characters of an overtly made up sister in law, the priest, an evil mother in law and the central character - a simple, good natured daughter in law.
Minute nuances of the ad film tells us that the spot is aware of its television soap opera form such as the dialogue when the mother in law says “Phir se naya le aayi!” to which the daughter in law comments, “First episode se chal raha hai.”
The product window in this spot was approached differently too. Instead of simply cutting to the product promotion, we added in the technique of the menacing mother in law saying “Demo Dekhaon? Which is repeated in the sequels of the ads.
A battle of the best scrub bar issues between the mother and daughter in law - which the former loses.
The ad was shot on Alexa. To emulate the look of soap operas of the time, bright lighting from all sides were used. The costumes and makeup of the characters were also reminiscent of the stereotypical television characters.
This ad with its parodical take allowed us to add a very different spot to our showreel and evoked a lot of laughter and response from the auidence.
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