3M – Scotch-Brite Fresh

A colourful, graphics-driven TV commercial for 3M's Scotch-Brite Fresh sponge, designed to stand apart from a typical washing-up spot and travel across global markets.

The brief was straightforward in one sense and tricky in another: make a TV commercial for a kitchen sponge that doesn't look like a TV commercial for a kitchen sponge. The category has a well-worn visual language, and the Scotch-Brite Fresh needed to announce itself differently.

The product's USP is that food doesn't stick the way it does with a traditional scourer, which gave us the creative anchor. We wanted to represent that literally, which meant animating food in a way that felt bouncy and fun rather than unappetising. Getting that balance right was one of the main craft challenges on the project.

The other consideration was reach. This ran across multiple global markets, so the creative needed to be social-friendly and internationally legible without being generic. A bold, graphic visual language with a lot of colour and personality was the answer: something that reads immediately, wherever it lands.

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Credits

Client: 3M
Agency: HPS Group
Creative Director: James Murphy
Producer: Miles Paulley
Art Director: Theresa Hilsden
Animation / post: Justin Lowings
3D modelling and animation: Onesal
Sound design: Richard Lewis