When Reckitt Benckiser briefed us on the status of Woolite in the category, we knew we had to do something loud. Once the brief hit our desk, it was all pretty clear: “Other detergents treat your clothes as if they are dirtier than they really are.” Now that’s giving the bad guys a pretty active role. Through rounds of brainstorming and script-writing, The Torturer was born. When it came time to bid this concept out to directors, we joked about the idea of Rob Zombie directing the commercial. Then it came true.
This campaign pre-launched with an article in the New York Times. Within two weeks, the video had half a million YouTube views and countless mentions in the press: Gawker, Perez Hilton, CBS News, AdFreak, The Huffington Post and Mashable.
