| Title | Drama |
| Agency | Dieste Harmel & Partners |
| Campaign | Drama |
| Advertiser | The Clorox Company |
| Brand | Pine-Sol |
| Posted | August 2005 |
| Product | Floor Cleaner |
| Business Sector | Cleaning Products, Soaps, Detergents |
| Tagline | With PineSol it always smels like you just cleaned |
| Story | Drama is a very entertaining 30 second commercial that clearly grabs the viewers attention and makes them laugh. The female character in the ad is home with her lover when her husband arrives unexpectedly. She is confronted with a very tense situation as her lover just jumped out the window. Suddenly, she finds her trusted alibi in Pine-Sol, and gets away with it. There was no doubt about the storys provocative and entertaining value, but there had to be a message beyond the joke. |
| Philosophy | We needed to comunicate that Pine-Sol scents last longer, that was the key message, so we developed thihs great concept "With Pine-Sol, it allways semells like you just cleaned." |
| Problem | One of the major changes for Latinas as they adapt to life in the US is the shaking and remaking of the traditional role of women. This shouldnt involve a departure from traditional values, which they treasure, but empowerment to recognize the new opportunities for them, a situation which is also charged with personal conflict. Something about her attitude and resourcefulness in dealing with this difficult situation turns out inevitably inspiring and that inspiration is rooted in the also conflictive but inevitable liberation of the Latina role in the US, says Larissa Acosta, General Manager of DHP San Francisco. |
| Result | A powerfull ad that is going to make the brand build a great relationship with the latino women. |
| Media Type | Television |
| Length | |
| Market | United States |
| Advertising Manager | Larissa Acosta |
| Copywriter | Diego Duprat |
| Agency Producer | Sharon Lopez |
| Art Director | Paty Martinez |
| Account Director | Pedro Mascaró |
| Account Executive | Chary Podestá |
| Director | Antonio Prat |
| Executive Creative Director | Aldo Quevedo |
| Editor | Keith RedCar |
| Creative Director | Carlos Tourné |
| Editing Company | Red Car |
| Music Company / Composer | The Lodge |