Havas London devises classical campaign for Vanish Carpet Cleaner

Charlie Spargo's picture
by Charlie Spargo

Vanish's new 'Carpet Street' campaign on TV, VOD and online wants people to know that the dirt left after vacuuming is just as bad as what's found on the street.

Created by Havas London, the advert is set to a version of Grieg's In The Hall of the Mountain King, and brings a whole community of people through the central character's living room, emphasising just how dirty carpets can be.

The ad sees the room's carpet ruined by a dog being chased by its owner, a group of builders pushing a wheelbarrow, a group of commuters, a crowd of football fans, cyclists, and a flock of pigeons. At the end, the problem is solved by Vanish carpet cleaner which lifts out the detritus hoovering can't.

Visible on TV, there will be related executions on video-on-demand and online to match. The advert is voiced by Games of Thrones’ James Faulkner.

Bird Smith, Creative at Havas, said: “If people knew how dirty their carpet really was, and all the filthy fibres it was harbouring, they might be persuaded to do something about it. It’s great to bring a burst of energy, humour and irreverence to what is typically quite a hard-working, functional category.”

Ruxandra Ionescu, Vanish Category Manager at RB, added: “We wanted to create a new form of the traditional ‘torture test.’ We wanted to creatively show consumers how dirty their carpets really are, whilst highlighting the benefits and performance of Vanish. We’re thrilled with the result: Carpet Street is engaging, it stands out, and brings the issue to life beautifully - before presenting our best solution, Vanish Gold Carpet Cleaner.”

Sye Allen, Director of the spot, said: "Pigeons, dogs, kids and product demos in a day. Easy! We had a blast shooting in Warsaw with OTO film, and the whole Havas team were a joy to work with. I'm really proud of the film we made and I look forward to collaborating again in the future."