Liquid-Plumr becomes the butt of its own crack joke

The pipe-cleaning product celebrates the plumber in all of us with a montage of butt cracks.

Liquid-Plumr, the brand that once targeted women with double entendres like "I'm here to snake your drain" and "I heard you need it now," is ditching its "sexy plumber" creative strategy. In 2016, FCB Chicago won the account from DDB San Francisco, and now, the Clorox brand is appealing to the "Plumr In All Of Us." The new spot shows more skin than past work, but it's far from sensuous. Instead, viewers are greeted with 45 seconds of continuous plumbers' cracks edited to Rosemary Clooney's cover of "Too Marvelous For Words." The cheeky work will run on cable networks as well as social media and be supported with in-store marketing.

Credits

LP “Plumr In All Of Us” Credits
CLIENT – LIQUID-PLUMR
VP, Marketing
Director of Marketing
Associate Brand Director
Associate Marketing Manager
Associate Director, Advertising & Comm Production
Group Manager, Talent & Rights Management
AGENCY – FCB CHICAGO
Chief Creative Officer
Creative Director
Creative Director
Sr. Art Director
Sr. Copywriter
Director of Integrated Production, SVP
Producer
Executive Producer, Director of Music
Music Negotiator
VP, Director of Strategic Planning
EVP, Group Management Director
SVP, Group Management Director
Account Director
Account Executive
PRODUCTION – LORD + THOMAS
Executive Producer
PRODUCTION SERVICE COMPANY – DUCK POND
Executive Producer
Director of Photography
EDITORIAL – WHITEHOUSE
Editor
Assistant Editor
Producer
Executive Producer
VISUAL EFFECTS / COLOR – CARBON
Producer
Colorist
Motion Graphics
Finish
AUDIO – ANOTHER COUNTRY
Sound Designer and Mixer
Audio Assistant
Producer