CASE STUDY
Asevi is a Spanish maker of cleaning products that had never advertised before. So when it came time to launch their scented floor cleaner nationally, we saw an opportunity to break from the category’s long-standing formula—one that consistently showcases the same idealized, stereotyped homes.
Instead, we celebrated the real homes that make up the social fabric of today’s Spain. Rooted in the concept “the most real reflection of a clean floor,” the integrated campaign included four national TV spots, four print ads, direct mail, social media content, and a dedicated microsite.
I came up with the campaign idea, wrote all the copy across channels, and directed the four TV spots. As creative director, I also had the joy of guiding a fantastic team of art directors, developers, and producers through the whole ride.
TV SPOTS
PRINT ADS
Headline: Home is not what TV shows you. It is what’s in front of your TV.
Tagline: Asevi Mio, the most real reflection of a clean floor.
Tagline: Asevi Mio, the most real reflection of a clean floor.
Headline: Typical home. What a cliché.
Tagline: Asevi Mio, the most real reflection of a clean floor.
Tagline: Asevi Mio, the most real reflection of a clean floor.
Headline: Home isn’t what they show me on TV. It’s what’s in front of my TV.
Tagline: Asevi Mio, the most real reflection of a clean floor.
Tagline: Asevi Mio, the most real reflection of a clean floor.
Headline: The most clichéd version of home? A mom, a dad, and a little kid.
Tagline: Asevi Mio, the most real reflection of a clean floor.
Tagline: Asevi Mio, the most real reflection of a clean floor.
Headline: The Spanish Language Academy defines ‘home’ as a ‘group of related people living together.’ So… those of us who live alone—where the heck do we live?
Tagline: Asevi Mio, the most real reflection of a clean floor.
Tagline: Asevi Mio, the most real reflection of a clean floor.