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
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
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.’