FCB updates image of Pledge in TV work focusing on family life

A family’s wooden table takes a trip through time in FCB’s first TV advertising for Pledge, which aims to update the furniture polish’s image.

A family’s wooden table takes a trip through time in FCB’s first TV

advertising for Pledge, which aims to update the furniture polish’s

image.



The message is conveyed through a series of vignettes in which the table

is shown as the centrepiece around which family life revolves.



The action moves rapidly from a newlywed couple’s early attempts at

cooking, to the arrival of their boisterous children.



Pledge was one of a range of brands moved into the FCB network in

January last year by S. C. Johnson, the household cleaning products

manufacturer.



The massive global realignment of its dollars 300 million business

involved cutting links with 28 other agencies.



The 30-second commercial, the first for two years, broke nationally on

Wednesday. It marks the start of a pounds 1.5 million UK campaign for

Pledge, which is also being extended to Eastern Europe.



Written and art directed by John Bacon, FCB’s creative director, and

directed by Mick Rudman for Annex, the film takes its cue from FCB’s

Mind and Mood research programme which showed people to ’have an

inherent empathy with wood and a natural warmth towards it’.



Nick Alford, the agency’s group account director on S. C. Johnson, said:

’Pledge is a long-established brand in the UK that has a great heritage.

This campaign aims to contemporise the brand and asks consumers to

reconsider its benefits.’