Biozet Attack shows how a ‘Cleverer Clean’ frees you to be ‘not so clever’ with your clothes in new brand campaign via Communicado
Laundry brand Biozet Attack has launched a new brand campaign via Communicado, that shows Aussie grocery buyers that when life gets messy, they can feel confident their laundry detergent’s got them covered.
An evolution of its For a Cleverer Clean platform, launched in 2024, with a 3D brain made of clothing, Biozet Attack’s new campaign takes the laundry category out of the home and into the real world, where most stains actually happen.
The new campaign’s hero film, to be run across CTV/BVOD/SVOD, shows that although messy mishaps are part of life, when you have a cleverer clean in your laundry, you can afford to be ‘not so clever’ with your clothes.
“Keeping your clothes clean and looking their best is a full time job,” says Chris Buchanan, Associate Creative Director at Communicado. “But with Biozet Attack, you can be a little more careless with your clothes when you’re out and about. That’s the kind of confidence that only comes from having a cleverer secret weapon in your laundry.”
Using a relatable restaurant scenario, the hero film shows an overconfident waiter trying to make a good impression on his first day – with disastrous results. But it’s all good – no silly mistake can outsmart a cleverer clean thanks to Biozet Attack. Because when it comes to stains, Biozet Attack used its brains to give Australians the confidence to wear what they want and worry less about the consequences.
The campaign shows up in OOH, cinema, transit, influencer and social media.
As the scientific superhero in the laundry aisle, Biozet Attack is dedicated to constantly innovating its products so shoppers are always getting a ‘cleverer clean’, which in a cost of living crisis can be a massive relief.
“The reality is, you’ll never avoid stains but everyone can be confident to live their lives freely because they trust Biozet Attack to handle any mishap,” says Biozet Attack brand manager Mary He. “They can be carefree because they’re not worried about their clothes – they trust their laundry detergent.”
The full campaign is live from 11 May.
Client: KAO Australia
Head of Marketing, APAC: Megan Gunn Brand Manager, Biozet Attack: Mary He
Creative Agency: Communicado
Executive Creative Director: Annie Price
Associate Creative Directors: Chris Buchanan & Simon Fleming
Integrated Strategist: Daniel Hedger
Integrated Client Director: Nicki Cole
Account Manager: Sasha Tonkes Account Coordinator: Laura Biondo
Head of Content & Social: Anna Barham Kumar
Social Media Specialist: Pippa Russell
Social Senior Account Executive: Aoife Connolly
PR Senior Account Manager: Angie Darras
PR Account Manager: Tilly Fennell
PR Account Coordinator: Odessa Johnson
Production: Haven’t You Done Well
Director: Jemma Cotter
Senior Producer/1st AD: Darren McFarlane
Executive Producer: Tom Rickard
Sound: Production Alley
Waiter Talent: Ben Hunter
Voiceover: Susie Youssef
Media Agency: Media Republic
Head of Media: Valerie Murphy
Senior Communications Executive: Raksha Bandu
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