CHE, Melbourne creates ‘Torture’ campaign for Earth Choice – airs this Sunday 28th March
CHE Melbourne has worked with client Natures Organics to develop the first advertising campaign for the Earth Choice brand of household cleaning products, which breaks this Sunday.
The range has been available in supermarkets for 20 years and during that time has built a strong following and loyalty to the brand. The TVC was designed to build on this awareness and reinforce the superior environmental benefits of using Earth Choice versus traditional cleaning products.
VIEW THE SPOT:
“We had to create a campaign idea that would not look like just anothercleaning product commercial, but would make people stop and think,”explains deputy creative director, Richard Ralphsmith.
“We wanted consumers to consider where their waste water goes after itleaves their home. Showing aquatic animals in the cleaning processbeing ‘tortured’ by standard cleaning products dramatised this point,”says executive creative director, Jason Ross.
The spot was directed by Ben Saunders through Otto Empire and the CGI animals were created by Fin Design.
The TVC goes to air this Sunday 28 March 2010.
Agency: CHE
Executive Creative Director: Jason Ross
Deputy Creative Director: Richard Ralphsmith
Creative team: Jason Ross and Richard Ralphsmith
Agency Producer: Roz Ruwhiu
Clients: Justin Dowell, Maree Gauci, Leah Purcell
Account Management: Meagan Bell
Production: Otto Empire
Director: Ben Saunders
Producer: Jo de Fina
Post Production: Fin Design
51 Comments
Great ad.
Very very good. Much better than that Navy print shit.
Stop torturing us with Ad School ideas.
PS – I love Orangutan fingers.
I love it. Well done to all involved.
Love it. Agree that it poos all over that derivative, over-hyped Navy nonsense.
yawn.
the octopus is cool though.
I thought it was fantastic!
visually its radness, but maybe the line and music are too sombre,
stop this don’t do that, people don’t respond to that stuff.
Ben and Jo, you rock
Although this is a very valuable point to be made and safe products for the environment should be used….. this advertisment sickened me to watch! Animated creatures or not aside….. i felt uncomfortable watching an ad that mis-used animals within it…. watching a duck being held by its feet was just wrong…. the advertisment as a whole is not something i would appreciate a child seeing!!! There are much better ways to get safety warning across!!!!!! I will not buy this product because of this advertisment alone and will continue to complain until it is removed from air….. i am normally not offended by television commercials – but congratulations you managed to make me ill watching this ad!
The ad was shocking, yet clever and effective at the same time. I won’t forget what brand it’s promoting! I’m a loyal user of the earth’s choice products and won’t change, but as Patricia said, it’s not an ad I’d like my children to see.
Patricia. What do you think the ducks are doing in their nature habitat when your washing up liquid is poured down the drain. Having a bubble bath? No, they’re being poisoned. Obviously the commercial is hitting the mark if it is provoking such a strong reaction. The ideas portrayed in this are only touching the surface of how animals suffer and if the commercial evokes anything more than absolutely boredom, then it must be doing something right.
i have been an Earths Choice customer for many years and i will continue.
Wow what a shocking advert I was speechless,
Gratz to all the team that developed it.
I thought it was very very clever and certainly drove home the point it was making.
After reading the threads above its great that you have been able to provoke such passion .
BAD THINGS HAPPEN BECAUSE GOOD PEOPLE DO NOTHING
Hey Bru, I’ve jest seen a relly bug duck in the loo, eh.
Great, really makes you think about all the crap we pour down our drains
Good work. Poor lil’ octopus…
Agree that the music was a bit too sombre and category-cliched, but a strong idea pretty well executed.
I already buy some of their products, and for me this spot is pretty much on the money, re my motivation for purchase.
Oh and Patricia, I suspect you were MEANT to feel uncomfortable watching it. That’s the whole point, really. Those guys aren’t going to get people switching from OMO by just asking them nicely.
I guess you’re also shocked at Greenpeace anti-whaling ads, RSPCA anti-cruelty ads, Amnesty anti-torture ads, and the TAC’s anti drink-driving ads too.
Oh yeah bru, it wus a bloody bug duck eh.
Great Ad, great CGI, well executed!
As for Patricia, please return to watching taped re-runs of whatever in inoffensive soap opera you worship, fast forward the ads and continue on the bubble like suspended animation that is your life.
Best ad I’ve seen in many years. Hits exactly where it should – a marvellous way to make viewers (including me) stop and think about their mindless habits in leading the good life. I’ve used your products in the kitchen and the laundry for years, hoping that they had the integrity of the name, and now I’m convinced. Congratulations Earthchoice.
What’s with the Peking duck? It is not native.
It was a Toilet Duck, geddit?
Good ad. However it is a shame that the products use palm oil. No point shaming people into being environmentally friendly when you aren’t…
Well done ! Nice one folks ! who needs words. Kepp up the good work !
I agree with 5:43. The duck concerns me, too.
Firstly, it really is the odd one out – it’s not even true to the message. In the wild, ducks are a wetland animal – unlike all the strictly ocean dwelling creatures used here. And THAT one’s not even a wild duck! That’s a Chinese restaurant kind of duck… a delicious crispy skin with a little soy and shallots kind of duck… you know, from down on the farm. And I’m not sure they’re slurping up a whole lot of detergent there. But hey, I guess the obvious pun on the well-known toilet duck product was just too irresistible. Never let the truth get in the way of a good visual, yeah?
Yes 8:52. And I bet the people watching it at home will be over-analyzing the fuck out of it too. Pat pat pat…
8.52, you’re quite wrong there.
Wetlands are an important part of the waste-water chain… they’re used as a natural filtration asset in the last stages of the sewage process. So what you flush down your bog has a direct link to the health of wetlands, and to ducks and frogs and all those nice non-ocean things like that.
As for nitpicking over the fact that it’s a farmed duck and not a wild duck. For fuck’s sake…
Best thing to come out of CHE in years.
Well done to the team.
(One criticism: The music lets it down badly, but it’s still very compelling).
What about the plastic used in the packaging? That can’t be good for the environment.
Just because you call it ‘Earth Choice’ isn’t going to hide the fact that it’s still got loads of bad stuff in it.
Always used the products as I have animals in my house but wow that ad brought tears to my eyes! Great work and extremely thought provoking for those who have the will to think!
That’s quite a confession, Joanne. What household chores do the animals in your house do?
EFFECTIVE! I only look up and watch TV when it goes quiet.
I found the abuse of the duck very disturbing and unnecessary. instead they could have helped people that sleepwalk through life make the next connection not to use products tested on animals (washing powder, soap etc)!
Until there are any products without Palm Oil I will use the next best thing: Earth Choice.
As Chelle said it’s the palm oil in it that really disappoints me. There are so many names that palm oil goes under in many of our foods, cleaners and so forth what we really need now is clearer labeling on products about the content of palm oil the savagery that is happening to the orangutans and the depletion of their homes to make way for palm oil plantations is appalling. Labeling should be more transparent. I have signed the Melbourne Zoo (Aust) petition to help push forth the mandatory labeling of Palm Oil so that it’s not hidden in the other fancy names
This ad came on at a perfect time for me. I have always recycled and that kind of thing but I don’t think I REALLY got it. I bought a “Green” magazine yesterday and learned a LOT from it – have already changed a bunch of things in my home since reading it – and then last night I saw the ad – absolutely loved it. It was upsetting – but it is meant to be. And I will definitely look for Earth Choice products. I came across this while looking for earth friendly products – I have tried a brand before months ago and it didn’t really work so my husband and I just said “oh well at least we tried, but they don’t work” but because of my new interest in everything green and that ad, I looked it up online and realised a lot of people say that Earth Choice products DO work and work well. I read they are in Coles – are they also in Woolworths 🙂 :)? cos that’s the supermarket near me. Thanks 🙂 LOVED the ad!
I was upset by this ad when I first saw it (only a few moments ago) but was pleased when I realised it was for Earth Choice which is a brand I’ve used for ages now. I’m sure they’re not prefect in terms of being 100% totally earth-friendly but they’re a hell of a lot better than what else is available on the help in major supermarkets and every little bit helps.
I didn’t get nearly as upset about the duck as I did for the octopus. Poor little dude 🙁
Where does it say it is all CGI? that is what is upsetting the hell out of me, there os no disclaimer anywhere!
I have been an Earth choice/ Natures Organics customer for YEARS but until I fin somewhere stating it is all CGI, I will be looking for another earth/ animal friendly product.
I am all about getting the message out there but not at the expense of any living creature…. that’s why I buy the products in the first place.
PS: did you think that people that actually give a damm about the animals and environment are not already going to be buying a similar product, and that is is not going to make them change to Earth Choice if they already have their own friendly product.
No, this adv was aimed at people that don’t give a hoot about animals or the environment, to get them to change to an earth friendly product. The fact is, did anyone ever talk to a person that “doesn’t give a hoot?”, they know what they use and how it affects things, I have had this conversation with many that use bad product, the fact is … they don’t give a hoot! So the adv is really a big ass waste of time, but I suppose Nature’s Organics will find whether this is the case with sales no?
Now I am off to find if this adv was ALL CGI, because if not, I need a new brand of Earth/ animal Friendly products!
this ad was just sickening. My young daughter saw it and it completely freaked her out. We’ve just spent the last hour trying to calm her down. My own reaction was to feel physically ill. I still do, just thinking about it. i don’t care that the animals where CGI, the images of animal torture where too real. I suspect my little one will have nightmares for months to come. all I’ll be thinking about every time I see the erth choice logo are those images. This is NOT a good ad. you’ve actually lost a loyal customer.
Right at the beginning of the advertisement I had no idea what was going on and was a tad disturbed, then it clicked and I thought very clever! I thought it made a very good point. The issue could really be,”what ever you do, try and do the least damage or have the least affect” and this is where Earth Choice comes in. They are not perfect but at least are trying to make their products less of an evironmental issue.
Justin Dowel (Managing Director) makes it very clear on the web site, that they use palm oil as there is really no other option, however they do make sure that the palm oil is sourced from an ethical supplier in Malaysia. Not all palm oil producers are destroying old growth forests. If you maintain this argument then be careful about the tyres you use on your car or the elastic that holds your undies in place as it comes from latex natural rubber and this also has the same issues regarding clearing of forests for rubber trees.
I myself have a solution for the packaging side, PLA is not the answer, it comes from a food source and is NOT recyclable (with PET or PE or PP) and totally contaminates the PET recycling stream. Bottles will not be accepted at composting facilities for at least another 5 – 10 years due to contamination issues. They will not break down in a landfill because they need oxygen. So PLA is a marketing ploy when it comes to rigid packaging (it has a good case for some flexible packaging). The true,”end of life” must be considered when considering the best environmental option for the packaging materials. PLA is a one way material that would need an entire recycling stream put into place before it becomes truly viable environmentally (my view at least). Ask Visy Recycling about it.
Check out “www.ecopure.biz” which is an additive for PET, PP, PE, PC and many other types of plastics. It allows these plastics to be recycled without negative impact on the stream and will also allow the plastics to biodegrade in a landfill or other microbe rich environment to ASTM D5511 once they have been disposed of (before then they have the same shelf life and physical behaviour as normal untreated plastics). Biodegradation can take place aerobically or anaerobically.
Thanks Earth Choice, I am going to give the products a go!
I saw the ad for the first time about half an hour ago. It did shock me at first as well, until I realized that it was for “Earth Choice”. Very powerful and thought provoking. I haven’t seen it on any of the new channels yet which is a putty as there are certain channels marketed mainly at young adults.
For a long time now I have been buying “Earth Choice” products and am hoping that they will branch out a bit further with more products as I am sure they will have a lot of interest.
I read some ridiculously over sensitive comments above. Step into the real world people! Why do you think that the problem has gotten to where it is today? It’s getting worse because when something is too confrontational you change the channel or look the other way. It’s good to educate children at a young age so they are fully aware what it’s really like out there and what animals can be put through to better serve this selfish species of ours.
A social change comes from the passion of individuals.
P.S. Thank You Matty for your insightful words about the palm oil. Sometimes I think people just like to make excuses because it’s easier being ignorant.
I Use:
Whel.com.au
They have been doing enviromental products for over 25 years, have great products cheaper than super market , it also educates people on a lifestyle change and not just a token chesture to save the planet.
I have used Earth products for years now BUT this commercial is so repulsive I will not buy it anymore. I do not apreciate being brow beaten with vile images of torured creatures of any kind. This commercial has done nothing for the product and if this is an attempt to preach to the cretins on mass you also insult the rest of the country. Just remember, everything dose not need to be DUMBED down to make a point. Don’t give me “thought provoking” your product stood for itself. So, I’m insulted by your attitude towards society and I am done with you.
Seriously people, to all those complaining about how graphic this ad is and how traumatising it is…….do you watch the news? Do your kids watch th news??
This ad is light hearted compared to the seeing REAL animals effected by polution, chemiclas etc.
Google some real images of animals in distress and then tell me then if you think this ad, which is CLEARLY cgi is still offensive..
WAKE UP!
Wake up to yourself Esme cullen.You are over the top.The ad is to make some people aware and these pictures are real so you can be insulted all you want but keep doing the right thing.
i find this add very effective even though it did make me feel sick but that’s just the way they are trying to get the point through. the way everything was done was excellent, the sound affects and the visual aids were very well put together.
I love the ad.
I think this is the only way to get through to the ‘thinking’ people.
No, it’s not nice for kids to see but then again is the news or a lot of TV programs and video games??
At least this is the truth.
Children are being taught at school how to be ‘earth friendly’ in lots of ways but they (and many adults) have no idea about things like this.
I totally applaude what you’ve done.
Congratulations.
Re Earth Choice New Ad.
I have used Earth Choice products (Wool wash, dish washing liquid and washing liquid) for many years.
I will never use the products again after seeing the very cruel treatment of the living creatures used in the ad.
I will also lodge a complaint to the RSPCA and the advertising council about the absolutely cruel treatment of the creatures, to promote your product.
Absolutely appalled and revolted by your company and will never buy Earth Choice Products again.
Carole Goldsmith
International Environmental and Business journalist, trainer and business mentor.
My daughter and I are thoroughly disgusted by your treatment of animals and even the implications of what is happening to animals just for the promotion of the Earth Choice company and its products. I too, like Carole above, will never use the product on principle.
The degree of cruelty represented is so outragous it should be reserved for a national protest not a rush to the supermarket. How stupid do you think people are?
First comment to agree with Illy – it is my experience that ads like these speak to people who already care and do their best anyway. Some people frankly just are not bothered – it doesnt affect their lives so they are not interested – and no ad, however hard hitting – will even make them look up.
Having said that, keep em coming – even if it causes these selfish folk a momentary sense of guilt its worth it.
Secondly to anyone who thinks their kids should not be exposed to this type of thing – the media is public domain intended to give freedom of speech. It is parents responsibility to ensure their children do not see things that they may deem to be inappropriate. And, if explained properly, there should be no reason why a child should be scared of this ad. The scary thing is how the state our world will be in by the time they are old enough to experience it (ie- when they have fought their way out of the cotton wool you are swaddling them in).
And lastly, it never occurred to me that the ad used real sealife – surely these are not living creatures??? If so, that is just absurd! I dont hold a huge amount of respect for the intelligence of advertisers but surely even they are not stupid enough to use live animals in an environmental advert?
I don’t quite agree with Heather. Shock value has no real worth. For example, education of drinking driving, media gets liitle results from showing blood and guts from vehicle crashes. It shocks, and our coping mechanism is to put it out of our minds. It will not be connected to our choices, although it will be in our memory.
As for exposing children to the realities of life, children can recognise what sufferring is and if they are hurt or frightened by this it shouldn’t be shown without a prior warning as with other shocking views/themes that appear on TV, so that parents can do their job, and the public can freely choose whether they want to see it.
It gets back to the shock value of advertising and its worth. To me I think the greatest value has been to the advertising company, the publicity is good for them.
Yea the octopus is the best thing about this post.
I have used Earth Choice for years, and will continue to do so, but this ad is rubbish!
NOT because it shows cruelty to animals (it makes a good point re this) but because all four people shown cleaning in the ad are women! What century are we living in?? Is cleaning still only womens’ work?? Were there any women involved in making this ad? Come on guys!