Finish creates singalong ad in first work since moving account back to Havas

Finish, the dishwasher cleaning brand owned by RB, has released its latest ad featuring a singalong to "This Little Light of Mine".

The work is the first spot out of Havas London since it won the business back from Wieden & Kennedy last year.

The ad "Let it shine" adapts the lyrics to the traditional gospel song with dishes such a "this little glass of mine…". It aims to appeal to a wide variety of people as the film shows people having a cosy night in or hosting a dinner party.

The brand wants the ad to show that "shine is the ultimate indicator of a perfect clean".

The ad was created by Joe Williams at Havas London and directed by Fred Scott through Pulse. It will run globally for a year on TV, online and at point-of-sale. Zenith handled the media planning and buying.

It is not the first time Finish has created a musical ad. The last work from W&K, launched last year, was an ironic musical about how much people enjoy doing the dishes.

Chris Dunne, senior brand manager at RB, said: "Life is not about washing up – but it does create it. This campaign celebrates all of those occasions that make the washing up worthwhile, while at the same time reminding people of Finish’s superior cleaning power."

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