Living in Australian households since the 50s.
Ajax seeks to name every single mess in Australian households in a campaign via VML.
The ‘Ajax Dictionary of Disasters’ campaign is produced by VML and Colgate-Palmolive.
“Life’s messy, and we all have those moments when disaster strikes,” Colgate-Palmolive managing director, personal home and care Ashleigh Wright said.
“This campaign urges Aussies to relax & embrace those everyday mishaps with a bit of humour by highlighting the power of the iconic Ajax Multipurpose Spray n’ Wipe range that makes cleaning easy.”
The campaign is rolling out across out of home, digital, and social in Australia and Aotearoa/New Zealand.
“I love saying the word ‘portmanteau’ almost as much as I love this campaign,” VML Sydney creative director Jack Delmonte said.
“Ajax has a history of making Aussies snigger and Australians have a history of creating their own unique language.
“This campaign blends both of the two, to keep Ajax front of mind in case of a seismic ‘Lambslide’ or ‘Eggsplosion’.
“By treating these everyday catastrophes as cheeky epic events, we’re making the clean-up just as memorable as the mess itself.”
Credits:
Client: Colgate-Palmolive
Creative: VML
Media: Wavemaker ANZ
Production: VML
Producer: Belinda Blooman
Director / Photographer: William Meppem
Postproduction & VFX: VML / White Chocolate
Colourist: David Mosquesda
Audio: Massive Music
