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Pine O Cleen Says ‘You Don’t Know Where That’s Been’ in Latest TV Campaign

Pine O Cleen shows innocent household items may not be so innocent in new campaign from Host/Havas Sydney

Pine O Cleen Says ‘You Don’t Know Where That’s Been’ in Latest TV Campaign

Host/Havas Sydney 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 disinfectant 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.”

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Production Company

Casting: Peta Einberg

Director: Craig Rasmus

Editor: Lucas Baynes / ARC Edit

Post Production: Alt.VFX

Producer: Rita Gagliardi

Production Company: Rabbit Content


Sound: Song Zu

Creative Agency

Account Director: Adam Blaynee

Account Manager: Robert Barker

Art Director: Fernanda Gil-Pier

Copywriter: Joe Ranallo

Creative Agency: Host/Havas Sydney

Creative Director: Josie Burns

Executive Creative Director: Jon Austin

Managing Director: Naren Sanghrajka

Production Company: Rabbit Content

Production Director: Alistair Ferrier

Senior Strategist: Will Moore

Category: Cleaning Products , Home

Genre: People