Ads for dishwasher tablets usually focus on different ways to express the words ‘clean’ and - if you’re lucky - ‘shiny’.
So it’s refreshing to see the less functional Finish Shine & Protect push. An ad apiece for ‘dishes’ and ‘glasses’ highlights some of the uses we have for those items… and then keeps going, combining an infernal list of events (from breakfast and dinner to divorce and death) with an ever-more intense reminders of the crockery and glassware dirtied in the process.
The ads are visually inventive, too, with witty tableaux including chattering false teeth, a sleepy teen getting his head soaked and some clever CG stuff with the dishes and glasses in question. They should succeed in their stated aim of earning some love for the dishwasher.