Unilever asks Australians to ‘Love Mess’ with cleaning brand Jif in new campaign via REBORN


Independent digital creative agency REBORN has developed a new campaign, launching today, that brings to life the power of Jif cleaning products through Jim; an obsessive cleaner and despiser of mess.


When Jim discovers Jif, he embraces his messier side and lets loose around the house, safe in the knowledge that Jif is there to tackle the mess he leaves in his wake with just one swipe.

The iconic brand, known by most but forgotten by many, needed a fresh campaign to modernise the brand and remind Australians of its efficacy in removing the toughest grease and grime on surfaces throughout the home, as well as introduce the new modern Jif Power & Shine sprays format.

Says Nabomita Bagchi, marketing manager at Unilever: “We’re really excited to be reminding Australians about the power and efficacy of the entire Jif range through such a fun and modern campaign. It’s been a pleasure working with the Reborn team, and we hope that the campaign encourages all Australians to embrace their messy side.”

Media though Mediaocean for the digital campaign consists of YouTube and social and is the second campaign for Jif from independent agency REBORN, who secured the creative and social for Jif along with Domestos at the beginning of 2020.

Says David Easton, CEO of REBORN: “We’re thrilled to continue our partnership with Unilever and help to modernise the Jif brand, reminding Australians that Jif is a staple in the Australian cleaning cupboard for good reason.”

Client: Unilever
Creative Agency: REBORN
Media Agency: Mediaocean
Director: Dylan Harrison
DOP: Hugh Miller
Production Company: Hooligan Collective
Producer: Jodi Donovan
Sound: Cheshire Audio
Composer: Shaun Clifford
Colourist: Billy Wychgel @ Elements Post
Editor: Matt Bennett