The challenge here was to make a very different type of TV Commercial to the normal washing up spot. So we went for a super colourful, graphics driven creative with lots of bounce and personality. The USP of the new Fresh sponge is that food doesn’t stick like it does with a traditional scourer – and we wanted to represent that literally to some degree, without the food looking yucky.
Another major consideration was to keep this as social friendly and international as possible, as it was shown in many global markets.
Agency: HPS Group
Creative Director: James Murphy
Producer: Miles Paulley
Art Director: Theresa Hilsden
Animation / post: Justin Lowings
3d modelling and animation: Onesal
Sound design: Richard Lewis