SCA promotes Handee with tongue-in-cheek ‘Said no one ever’ ad campaign via Hello I’m Venus
SCA’s Handee is not glorifying cleanliness, instead urging consumer’s to let go of perfectionism, and make cleaning easy with the new product development “Handee Towel in a Box”.
Hello I’m Venus created Handee’s new campaign, ‘Said No One Ever” removing stress and bringing a light-hearted irony to household mess with through the line thinking.
Says Kimberley Knapp, marketing manager at SCA Hygiene Australasia: “By looking past the traditional ‘celebration of cleaning,’ we created a unique, tongue-in-cheek communication approach that does away with predictable cleaning clichés.
“The campaign is based on a very real, but often unacknowledged insight: our consumer is less concerned with the division of labour and more interested in looking for a quick solution to clean up and get on with it.”
Says Jessie Jordan, creative director of Hello I’m Venus: “The age-old stigma of cleanliness still hangs over us, but we’ve moved on from this. We all know mess happens, so there’s no use getting our knickers in a knot about it.
“This campaign recognises that most people prefer breaking free, getting on with life and having fun.”
Hello I’m Venus developed the creative campaign to run across a variety of mediums, including four 15 second television commercials, a range of press ads and outdoor posters, and a social component.
The campaign follows a string of work from the agency for SCA, including campaigns for both Libra and Lights by Tena, demonstrating their unique marketing to women positioning.
The campaign will begin in July for Australia and kicked off late June in NZ.
Client: Brenda Mitchell, Kimberley Knapp, Jan Sudworth, Joaquin Gutierrez
Creative Directors: Jessica Jordan, Bec Brideson
Creative Team: Amelia Birrell, Eleanor Dunn
Agency Producer: Eliza Malone
Account Team: Kristin Smolen, Britt Rigoni, Tina Miles
Production House: Photoplay
Director: Matt Kamen, Producer, Chris Kamen
14 Comments
“If we use an internet phrase that was popular for a short period in 2012 and constantly repeated by unfunny/unoriginal people in 2013, we will definitely make a good campaign” – said No One Ever.
This is pretty good …
(you know the rest)
No. Just, no.
First world problems…
Could have been good, but it wasn’t, and the line v/o is terrible, what’s with the pause after “said” and the weird inflection.
THIS IS FUCKING WOEFUL
DAE like le may-mays?
<3 <3 <3 <3 <3 <3 <3
I know what I think of it. Ladies?????
Mercifully short.
Though I do like the term ‘bin juice’.
Men are from mars. Out of touch creatives are from venus.
this is great.
What an insight.
Kitchen wipes in a box, for people too lazy to even tear a sheet off a roll. As someone else here identified, a first-world problem if ever there was one. A fairly minor technological breakthrough you’d have to say, but this campaign doesn’t really talk about that – or amplify the benefits – and instead goes off on a generic paper towel tangent. Perhaps there’s a missed opportunity here in a market for bedside tissues the next step up from ‘Man-Size’, for the man who comes in bucketloads.
That is truly horrible. Bring back the cute shivering wet dog wrapped up in Handee Paper Towels. This just makes the brand look cheap and nasty.