CIF - Clearing Plots

CIF 2023 Make a Parody Media & Entertainment

CIF approached SOKO, needing to highlight its cleaning products' effectiveness and time-saving benefits in a memorable way. The client wanted to engage consumers by demonstrating how CIF's powerful clean could dramatically shorten suspenseful situations, making life easier. The challenge was to creatively show that "Pick CIF. Save time." by reimagining classic thriller scenarios with a humorous twist, emphasizing clarity and quick resolution.

Creative Idea

CIF rewrote thriller scenes, proving its cleaning power revealed dangers faster, saving time.

CIF created a campaign called "Clearing Plots" that reimagines classic thriller scenes with a humorous twist, showing how clean surfaces could quickly resolve suspenseful movie scenarios. The brand demonstrated its cleaning product's effectiveness by suggesting that a simple, quick clean could dramatically shorten or prevent dangerous situations in horror and thriller films.

Thriller classics meet the gleam of CIF's cleaning power. In the heart of suspense, CIF's latest campaign flips the script, revealing how a simple shine can rewrite the rules of the game. From eerie shadows to ominous props, CIF clears the fog, delivering the shortest plots ever made and proving that with CIF, time is saved and lives are spared. With "Clearing Plots," the killer's reflection reveals the true hero – cleanliness. "Pick CIF. Save time." In a world where suspense hangs thick in the air and every shadow conceals a potential threat, CIF's latest campaign injects a burst of clarity into the murky depths of uncertainty. With a nod to the age-old cliché of characters never spotting the killer until it's too late, CIF dares to pose a tantalizing question: What if the props that populate these iconic scenes were cleaned with CIF? Could the outcome of these tales of terror be altered, their denouements swifter, their plots condensed to the shortest ever made? Drawing inspiration from the cinematic landscape of suspense, CIF's campaign showcases how the mundane act of cleaning can wield extraordinary influence over even the most gripping of narratives. Through a series of meticulously crafted vignettes, viewers are transported into a world where danger is not met with trembling anticipation, but with the resolute gleam of freshly polished surfaces. As the tension mounts and the stakes soar, CIF emerges as the unsung hero, reshaping the very fabric of these beloved tales and rewriting their endings with a swift stroke of clarity. "Clearing Plots" is a testament to the power of cleanliness in the face of impending danger. From the chilling depths of suspense emerges a beacon of hope, illuminating the path to safety with the radiant glow of CIF's cleaning magic. CREDITS Brand: CIF (Unilever), Brazil. Marketing Vice President for Home Care Americas: Giovanna Bressane Gomes. Marketing Director: Mariana Gonçalo. Senior Marketing Manager: Gabriela Lairana. Creative Agency: SOKO, São Paulo, Brazil. Chief Executive Officer (CEO): Felipe Simi. Chief Creative Officer (CCO): Rafael Ziggy. Executive Creative Director (ECD): Rafael Alves. Creative Director (CD): André Savastano, Nayara Rocha Lima. Art Director (AD): Guilherme Pinho. Copywriter (CW): Wagner Montanher. Project Managers: Mayara Medeiros, Guilherme Piropo. Production Company: Vetor Zero. Sound &Music Production Company: HEFTY. Directors: Coutinho & Batti (Pedro Coutinho and Eduardo Battiston).Thriller classics meet the gleam of CIF's cleaning power. In the heart of suspense, CIF's latest campaign flips the script, revealing how a simple shine can rewrite the rules of the game. From eerie shadows to ominous props, CIF clears the fog, delivering the shortest plots ever made and proving that with CIF, time is saved and lives are spared. With "Clearing Plots," the killer's reflection reveals the true hero – cleanliness. …

Creative Strategy Deconstructed

Company

CIF leverages its signature 'high-shine' product performance to promise total visual clarity. This allows the brand to act as a literal lens through which the world—and its hidden dangers—become visible.

Customer

Viewers share a collective, humorous frustration with horror movie characters who are oblivious to their surroundings. They value clever entertainment over being lectured about surface hygiene.

Culture

The 'meta' trend of deconstructing cinematic tropes and the popularity of 'shortest possible plot' memes provided the perfect comedic backdrop for a functional product benefit.

Company

Strategy:

Subvert cinematic thriller clichés to position CIF’s high-shine clarity as the ultimate time-saving, life-saving plot device.

Customer

Viewers share a collective, humorous frustration with horror movie characters who are oblivious to their surroundings. They value clever entertainment over being lectured about surface hygiene.

Culture

The 'meta' trend of deconstructing cinematic tropes and the popularity of 'shortest possible plot' memes provided the perfect comedic backdrop for a functional product benefit.

Strategy:

Subvert cinematic thriller clichés to position CIF’s high-shine clarity as the ultimate time-saving, life-saving plot device.

Strategy Technique

Shift the Context

The campaign strategically shifts CIF from mundane cleaning to high-stakes thriller scenarios. This recontextualization dramatically emphasizes the product's effectiveness and time-saving benefits.

Explore Technique

Creative Technique

Make a Parody

CIF mocks classic thriller film conventions by showing how its product quickly resolves suspense. This humorous exaggeration highlights the product's effectiveness and time-saving benefits.

Explore Technique