FCB goes undercover with a Glad trash bag

An official Glad trash bag tester in action

An official Glad trash bag tester in action

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!”

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 [email protected]