Pine O Cleen launches new ‘You Don’t Know Where That’s Been’ TV campaign via Host/Havas, Sydney
Host/Havas has unveiled its latest work for Pine O Cleen, marking the brand’s first return to TV screens after several years. The new campaign shows the germs that may be lurking inside Australian homes, highlighting the need for the household disinfectant to get to work.
Rather than focusing on the classic category scenarios of the ‘muddy family dog’ or ‘leftover dinner scraps’, ‘You Don’t Know Where That’s Been’ highlights Pine O Cleen’s disinfection power by focusing on the germs that we don’t think about. The campaign aims to highlight that all those seemingly ‘innocent’ items we bring into our houses might not be so innocent after all.
Says Arnaud Sudre, marketing director, Reckitt Benckiser: “Pine-O-Cleen has been helping Aussies clean and disinfect their homes since its creation in Melbourne in 1939, a real Australian icon! This new campaign perfectly captures the brand’s Australian heritage as well as its core disinfection promise. It completes a full brand relaunch which also includes innovative products from surface sprays infused with natural ingredients like essential oils, vinegar or baking soda, and disinfecting wipes with 100% natural fibres.”
Says Jon Austin, executive creative director, Host/Havas: “Not all germs are created equal. There’s something much grosser about a stranger’s germs than our own. I once witnessed my son crawl under the seats at an airport and come out chewing gum. We’re hoping this campaign elicits the same reaction that I felt after seeing that.”
Agency: Host/Havas Sydney
Managing Partner: Naren Sanghrajka
Senior Strategist: Will Moore
Account Director: Adam Blaynee
Account Manager: Robert Barker
Executive Creative Director: Jon Austin
Creative Director: Josie Burns
Art Director: Fernanda Gil-Pier
Copywriter: Joe Ranallo
Production Director: Alistair Ferrier
Production Company: Rabbit Content
Director: Craig Rasmus
Producer: Rita Gagliardi
Editor: Lucas Baynes
Edit House: ARC EDIT
Post-production & VFX: Alt.VFX
Audio: Song Zu
Casting: Peta Einberg
70 Comments
Decent work in this category? I believe that’s one of the signs of the End of Times.
Who did these? No credits.
not bhad, not bhad.
These are awesomely nasty. Especially that cricket ball one. Fresh take.
The spot with the coaster changed the taste of the coffee in my mouth and made me feel moderately disgusted – take that as a compliment. These stand out and hit the nail on the head in the otherwise vanilla advertising of cleaning / disinfectants. Good stuff.
The ad with the coaster is vile. It’s always shown around dinner time and seriously make us want to vomit. Makes me NOT want to buy the product!!!!!
I agree with Shazza these ads are discusting and should be removed
I feel nauseous every time the disgusting commercial is show with the spider o his teeth. I feel Insta toy crossed out now at the thought of pine o clean products. I will not purchase anymore as that memory replays over in my head. Makes me feel physically Ill
Agree the coaster ad makes me feel sick – change channel every time I hear it coming on! Pine o clean is already a trusted brand – they are so wasting their money. We’re are intelligent beings – don’t insult us.
Dear baby jesus these are gross. I don’t know what’s more impressive. Making a spot that features that much thigh, or making something this good in this category.
Hey that’s my old voice
I wish I had done these. Got my name on it anyway.
I’d hit him for six.
great
These are surprisingly good – wasn’t expecting so much craft from this category!
I’m jealous of a Reckitts commercial..
Big ups Craig, nicely done!
Really good insight and stomach-turning executions. Great casting too.
So gross. So good. Slow clap for the client that approved this.
So disgusting (In the best way possible) I cannot believe these got made in this category. Supremely well done to all involved.
That cricket ball one is so good.
Great ad! Never laughed so much at an ad in my life. Good one!
On paper, nothing breakthrough. It’s the film-making craft that elevates these spots from the mundane. so huge kudos for that. Seeing the next generation Ranallo in the credits makes me feel very Old indeed.
We need more spots where you can see the close up, slow motion outline of a jiggling dong. You’re doing the lord’s work over there and I applaud you.
Nicely made I think.
But, why the feck would he put some manky old half chewed beer mat from the pub in his pocket and bring it back to his house???
Would’ve been sweet without the commentary v.o. and just a ’12 hours earlier’ caption. Could’ve worked for the cricket ball. Kinda fucked for the beer coaster though.
The coaster ad is extremely disgusting, everyone I know, say they have to turn away every time they see it on tv, and we all refuse to buy the product now.
Quite the most repulsive advert I have seen.
Absolutely the disgusting adds I have ever seen. Marketing department should be sacked. Every time they come on the TV I change the channel. No one I have spoken to like them. Disgusting.
Because of this offensive ad campaign I would definitely NOT purchase these products and BTW I change the channel when they are aired.
Absolutely disgusting!!
My eyes 😭 I can’t unsee those images…I will never buy Pine o clean again.
these new add’s make me want to throw up there so disgusting I won’t be buying your product any more
Weird that all of the consecutive negative comments above spell them ‘adds’. Almost as though it’s one person commenting multiple times?
Nice one, Craig and Al. These are rad. Love heart eye emoji.
All you yobbos that think this ad is good are nothing but stupid bogans. Not clever or funny whatsoever. I guess you have to cater for the wankers who sit in and shake their heads in agreement at the agency.
Disgusting add with picking between teeth
Tl
Your New Advertisement is So Disgusting and Vile! And Why do You have toScreen it at Meal Times!!??
Very Disgusted!
I Will be Contacting The Appropriate Government Agency! And lodging a Formal Complaint.
Terry
Disgusting ad, I turn over channel at start of ad it’s just filth and poor form at best
another company that does not care how it advertisers , I have changed to another brand no pino clean anymore till this add goes away ,, disgusting add disgusting company advertising so poor taste pun intended , basically FUCK OFF WITH YOUR DIRTY FUCKING FILTHY ADVERTISEMENT ,
I am totally disgusted with the current advertising. What the hell is wrong with you? They are bloody terrible and I turn off when they come on. Will not be buying your products in future.
40 years loyal..not while that gross ad is on.
Worst add. Absolutely disgusting. I will never purchase Pine O Clean again
This is the foulest thing I’ve ever seen. There used to be a bottom line but this ad has gone way under that. I turn off the TV totally once I see this. The first time I saw it, I was eating my lunch and almost vomited. I will NEVER buy Pine o Clean products again!!!!!!!!!!
Another comment – I did marketing in Uni and a bad ad can attract as much attention as a “nice” ad – but this has mined the depths of disgusting. Take it off!!!!!!
Disgusting ad get it off
These are the most disgusting and sickening ads I have ever seen every time the 2 of them come on I change the channel. Strange they do not consider disinfecting their hands only the bench tops. I am sure you can come up with something more watchable than these. They are definitely not something most people would do anyway.
This is awesome. Great job
I will never buy your product because of these disgusting ads. I have to close my eyes every time they come on as they make me sick! Why do you need to disgust people to try and make them but your product? You have done the opposite for everyone I talk to!
I agree – these ads are so disgusting. Imagine having dinner and these ads came on ! Thats why i have my remote on hand even on dinner table to switch channel immediately. THESE ADS SHOULD BE REMOVED IMMEDIATELY. DO NOT BUY THEIR PRODUCTS!
I use your product all the time – until now. This ad is so disgusting it makes me sick in the stomach just seeing your brand name. Some ads are downright annoying but yours is just putrid. Waste of air time and money, does nothing for your name or reputation.
Pretty disgusting would deliberately avoid purchasing the product. Take it off.
Was told my comment was duplicated. Not so. Find the coaster ad. repulsive. Feel sick and can’t watch. It is often on near meal time. Bought Dettol from Supermarket.
I won’t be using your product the add is disgusting and if at the top of the food chain thinks it’s ok maybe you should be looking for new jobs
Hey you Fucking idiots who let’s their bratty kids throw a cricket ball in the dining room. What sort of advertising company would be this stupid. I hate your adds they disgust me and I rethink buying your product. Wake up to yourselves and get a brain!
The disgusting ad with the coaster and bug has stopped me using your wipes ever again as it reminds me of the ad. Who has bugs like that in their teeth, really?
First ad I have ever wished to comment on. I am female, I buy the groceries. I will never buy this product while you use the advertising currently on TV. In fact I just by pass all your products now. A bad ad is a bad ad. Sure it gets your attention, but for all the wrong reasons. How to turn off customers in one easy lesson.
I wouldn’t buy this product BECAUSE of this filthy adv. Change channels as soon as it comes on. I’m starting to have doubts about all your products purity if this is what you think is advertising! Show the product for more than 1 second so we can actually know WHAT the ad is about. Disgusting ad and must be disgusting minds behind it.
Make me feel sick every time see cricket blokes crutch. No thx 🤢
Why do advertisers revert to disgusting methods to promote a product, there’s a lot better campaigns to be utilised. Just want everyone wants to see whilst eating dinner, lunch or breakfast a cricketer & a sweat crutch. Like really come on. 🤮
The cricket ball ad is absolutely sickening, It needs to be taken off t.v.
Pune o clean adds, coaster and cricket absolutely disgusting, they put them on when people are having lunch or dinner. I complained to prime tv and I hadn’t seen the coaster one till tonight 6.10 when people are having dinner.
I will not buy Any Pine O Clean products ever
Really enough Ill mannered
Why is this advertising
These ads are as bad as the liberal
Real period campaign
Where will they go from hear
I’m afraid to see
It will make me more determined not to buy these products
Please if you can think of anything
Shock advertisement doesn’t always work and our children the next advertised agencies of the world will run with it and things will get worse
Disgusting, grosse I always look away. Take it down ASAP
How filthy disgusting is this add never to huy again get ur shit together this won’t get families buying this product
Disgusting ad..first time I ever complained about a tv ad…
Your recent adds are without a doubt the most disgusting i have ever seen. Even worse, they seem to apoear at meal times. I will never use this product again.
I think your ads are disgusting of putting and will never buy your product due to this fact you should be advertising something clean and fresh but that’s my view only
Disgusting ad. Should be removed forthwith. Never going to buy your products ever again
Was eating dinner when it came on. Made me want to spew. Get rid of the add. Not buying pine O clean.