Clean & Clear urges young women to replace soap with facewash

Skin care brand Clean & Clear has released its latest campaign in an attempt to convert young girls using soap to face wash. 

The film created by DDB Mudra shows young girls who are ready to enter college life. Along with a jingle and supers, the film points out things that are new for a girl when she enters college.

That's when the jingle is replaced by a voice over which asks, 'Can this new life be enjoyed with skin problems'? The girls respond saying 'no' and are shown throwing away a bar of soap and replacing it with Clean and Clear facewash.

On the campaign, Hanoz Mogrelia, group creative director, DDB Mudra Mumbai said, “From a creative point of view, we had to come up with a fresh take on the previous foaming face wash communication. Which is where the newness of college life played a key role. It opened up different creative possibilities. We zeroed in on this particular rendition. The new film is truly a worthy successor to the earlier foaming face wash commercial.”

Priya Rege, senior product manager, Clean & Clear, Johnson & Johnson, said, “To refresh communication on your hero product is always a challenge. For foaming face wash, we wanted a refreshed way to capture a slice of teen’s life. We knew teen girls keenly looked forward to new clothes, accessories, friends and fun they would have at college, we got them thinking about taking a new step by using face wash as well. The insight has been brought to life in a truly unique way and this execution is among the best we have seen for Clean &Clear so far. This film takes the communication on Foaming Facial Wash to a new high!” 

Credits

Agency:DDB Mudra Mumbai
President: Rajiv Sabnis
Chairman & Chief Creative Officer: Sonal Dabral 
Senior vice president: Shally Mukherjee
Sr. VP - Planning: Aditya Kanthy
Director Brand communication: Sumeeta Bhangalia 
Director Brand Communication (Planning): Sonal Jhuj
Executive Brand Communication: Astha Chopra
Group Creative Director: Hanoz Mogrelia
Associate Creative Director: Kashyap Joshi
Associate Creative Director: Rithwick Raghunath