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Next Leading Brands: Full Washing
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French consumers have spoken: advertisements must stop making insincere claims about doing good. Instead, forward thinking brands should commit to solid initiatives for sincere and lasting progress and communicate them effectively. NEXT LEADING BRANDS These are the results of a study called Next Leading Brands, carried out by BVA for Paris advertising agency Babel. The study in May 2021 of 1,002 people aged 18 and over revealed that “3 out of 5 French people are sceptical about the sincerity of brands’ messages claiming commitments to a cause.”
CREATIVE CHALLENGE Directing duo Emma + Elliot, collaborating with leading independent film production agency Birth, was given the creative challenge of visually interpreting the Next Leading Brands research. Acknowledging that gentle humour is a surefire way to drive a point home while entertaining people at the same time, Emma + Elliot’s 90-second Full Washing parody ad came to life. DESPERATE HOUSEWIVES Avoiding being a caricature of fake laundry detergent ads of the past, the script called for an accomplished performer to credibly deliver the Full Washing pitch while on the verge of a nervous breakdown. Enter stage and cinema actress Delphine Depardieu, niece of Gerald Depardieu.
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