FCB Chicago followed a Glad trash bag’s journey through the luggage-handling processes in airports across the country to make “Torture Tests,” a 90-second video that plays like an undercover exposé.
After thunking onto conveyor belts, falling into puddles and plopping into aircrafts, the bag emerges intact, proving that Glad’s ForceFlex Plus Advanced Protection can withstand the most notorious stress.
According to Liz Taylor, chief creative officer of FCB Chicago, the video introduces a creative twist to the classic product demo.
“We put it to the ultimate test,” she says. “If this trash bag can handle traveling cross-country through airports — through the baggage handling system, on airplanes and out the luggage carousels — then it can handle your everyday kitchen trash!”
Accompanying the bag is an official Glad trash bag tester, who carefully monitors every stage of the trip, from initial inspection to onboard transport to pickup carousel. The footage is choreographed to an upbeat, Carnival style percussion track.
“We created Glad’s toughest kitchen bag to handle whatever you throw at it so you won’t have to worry about the risk of a trash disaster,” explains Glad Marketing Director Nick Higgins. “If our ForceFlex Plus Advanced Protection kitchen bag can handle all this, it can handle your trash!”
CREDITS
Client: Glad (The Clorox Company)
VP, Marketing Specialty: Jon Schlesinger
Glad Director of Marketing: Nick Higgins
Associate Brand Director, Glad Waste Management: Jennifer Schneider
Associate Director, Advertising & Comm: Nick Montgomery
Associate Marketing Manager, Glad Waste Management: Lauren Pitts
Glad Trash Bag Consumer Research & Demo Development Expert: Lehai Vu
Associate Director, Advertising & Comm Production: Boris Nurko
Group Manager, Talent & Rights Management: Tricie Evans
Agency: FCB Chicago
Chief Creative Officer: Liz Taylor
Worldwide Creative Partner: Fred Levron
Executive Creative Director: Lisa Bright
Creative Director: Dean Paradise
Creative Director: Bruno Mazzotti
VP Creative Director: Martin Serra
Sr. Art Director: Luis Sierra
Sr. Art Director: Franki Geib
Sr. Copywriter: Kate Cullen
SVP, Executive Producer: John Bleeden
Executive Producer: Joe Tipre
Director of Music: Stump Mahoney
VP, Director of Strategic Planning: Mary Jo Corby
EVP, Group Management Director: Cary Pierce
VP, Group Management Director: Alex Jokanovic
Account Director: Diana El-Chantaf
Account Executive: Erin Hudec
Production: Lord + Thomas
Director: Ben Flaherty
Executive Producer: Katie Roach
Line Producer: Noiemi Lobont
Director of Photography: Bryce Drobny
Director of Photography: Matt Andersen
Editorial: Lord + Thomas
Sr Editor: Steve Immer
Editor: Gus Spelman
Executive Producer: Celena Mossell
Visual Effects/Color: Lord + Thomas
Colorist: Justin Orr
Motion Graphics: Michael McAfee
Audio: Lord + Thomas
Senior Sound Engineer: Jason Ryan
Audio Assistant: Batsirayi Zesaguli
To contact editor Daniel Patton, email dan@reelchicago.com.
