Millennials’ journey into adulthood has been anything but smooth, marked by the Great Recession, the pandemic, and skyrocketing grocery prices. Amidst these challenges, Millennials have turned to humor as a coping mechanism. Embracing this spirit, OxiClean, in collaboration with the independent creative agency VIA, has unveiled a new brand campaign celebrating Millennial moments and positioning OxiClean as a helpful companion in the transition to adulthood.
The national campaign, which launched July 1, introduces Dave, OxiClean’s Chief Millennial Officer, and his circle of friends. Through relatable scenarios such as cocktail party wine spills and post-workout odors, Dave navigates these adulting challenges with OxiClean’s assistance, highlighting the brand’s role in managing life’s everyday messes.
The creative features a series of nine videos, ranging from a 15-second anthem spot to six-second adaptations for various platforms. In the 15-second hero ad, Dave advises a partygoer on using OxiClean for a red wine stain, an act symbolizing his entry into the “Adult Dave” phase, with OxiClean’s stain-fighting capabilities by his side. Watch below:
REELated:
“When you find yourself talking about OxiClean at dinner parties, you know you’re an adult,” says VIA ECD, Malaika Danovitz. We went all in on that. It’s an adult coming-of-age story that covers all things adult with OxiClean as the lead.”
She adds, “OxiClean isn’t just a stain fighter, it’s a symbol of adulthood. Much like charcuterie, throw pillows, and dinner parties. When you use OxiClean and find yourself waxing poetic about it, you have arrived!”
OxiClean’s campaign aims to celebrate the elevated standards of adulthood, contrasting them with the “good enough” mentality of previous generations. By supporting Millennials as they move from having their laundry done by parents to handling it themselves, OxiClean provides a sense of security and control. The campaign leverages universal truths and “omg that’s so me” moments to showcase how OxiClean facilitates a smoother transition into adulthood and delivers a superior clean.
The creative from The VIA Agency will run across broadcast, online video, and social media channels.
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