We’ve been trying to be more thoughtful here at W+K recently and we’ve even gone so far as to think about the welfare of our poor, overused dishwashers. Our new campaign for Finish’s Dishwasher Cleaner product kicks off with a 30” TV spot and asks, 'Who Cleans The Cleaner?'.

Let's admit it, we all take our dishwashers for granted. We throw rather a lot at them day after day, season after season. But cleaning dishes is a dirty business, and when you think about it, our dishwashers need cleaning too.

Our new campaign aims to make consumers think (for the first time) about the cleanliness – or indeed the dirtiness – of their machines by reminding them of the amount of dirty, greasy, sticky dishes they throw at their dishwashers, day in, day out.

The ‘Who Cleans The Cleaner?’ film launched today and is our second campaign for Finish since we won the account in 2014. With this new campaign, we wanted to continue the unique, dish-obsessed voice and playful visual style we established with our first Finish brand campaign, ‘Dishes.’ 

The film imagines what a year of dirty dishes looks like for a dishwasher. From the point of view of the machine, the same kitchen setting repeatedly glides towards viewers. Each time, they meet the same family, loading the machine with dirty dishes at different moments throughout the year… from mucky breakfast plates in January, right through to sticky cake bowls at Christmas. The story was brought to life by directing duo RBG6 through Friend, with the VFX wizards at Time Based Arts stitching the whole thing together seamlessly. 

The moral of the story? Spare a thought for your poor dishwashers, friends, and clean your cleaner!