Reckitt Benckiser has today launched a £1m TV ad campaign aimed at getting Brits to look at life through the eyes of a dishwasher.

Breaking on TV this afternoon, the 30-second commercial for Finish Dishwasher Cleaner shows a year’s worth of dirty dishes and asks the question ‘who cleans the cleaner?’.

Developed by agency Wieden+Kennedy, the short film builds on a £4m campaign which kicked off at Easter and encourages viewers to understand how the machine makes a difference in a range of occasions across everyday life.

The latest clip is being aired during peak time slots in popular programmes like Coronation Street, and will also run across digital channels.

Helen Powell, Finish marketing director said the campaign marked ‘the next step’ in the brand’s journey to remind consumers just how much they use their dishwasher in a year.

She added that the additives segment of the dishwasher category played an ‘increasingly important role in driving ADW category value growth – ‘up a staggering £2.5m year to date, with 77% of this growth being driven by Dishwasher Cleaner [Nielsen Dishwasher Additives and Total Category Value Sales, Calendar YTD to 18/07/2015]’.

“What is more, the continued growth potential is huge because 65% of ADW shoppers are still not buying a Dishwasher Cleaner [Nielsen Panel Report Total Additives and Total Dishwasher Cleaner Penetration, 52 w/e 20/05/2015],” Powell said.