W&K creates ironic washing-up musical in last ad for Finish

Wieden & Kennedy's last ad for dishwasher soap brand Finish is a 75-second ironic musical that lays bare the apparent misery that people endure when washing up by hand.

The global ad campaign, made in association with dishwasher brands, breaks over the summer across countries including China, Brazil, South Africa and Turkey, where hand-washing is still the norm for the majority of people. It is not slated to run on TV in the UK at present.

The music, with songs and lyrics created by W&K, feature a cast of characters merrily singing about how doing the washing up makes them a prisoner in their own homes, or how it makes their hands go wrinkly.

The ad builds to a surreal crescendo where a giant yellow rubber glove inflates and bursts, while a voiceover advises "leave dishwashing to dishwashers". 

The exploding rubber glove imagery will be used across print, out-of-home and social media.

Radio edits of the song will be aired at the times of day when people are most likely to be doing the washing up.

The campaign was written by Bertie Scrase and art directed by Christen Brestrup at W&K London. The "I love doing dishes" spot was directed by Ian Pons Jewell through Friend.

W&K lost the Finish business earlier this year when brand parent RB moved it, alongside Nurofen, back into Havas after three years at the independent agency.

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