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Finish “I Love Doing Dishes” 2018

Finish “I Love Doing Dishes” (2018) is a Finish commercial directed by Ian Pons Jewell for Wieden+Kenendy, produced by Friend. It won 4 awards, including Kinsale Sharks 2017 Gold Film (A.International Film - Broadcast Tv, Cinema, Online) - 9.Cleaning & Laundry Products, Clio 2017 Bronze — Film Technique (Music - Original) / Music - Original and British Arrows 2018 Silver — International.

A musical ad where people sing about their love for doing dishes, but their expressions and actions reveal a dark, obsessive, and even dangerous side to their passion, culminating in a giant rubber glove destroying a city.

Video: Ian Pons Jewell on Vimeo

Shot by shot

  1. A man in a pink shirt and apron washes a huge pile of dishes in a dimly lit kitchen, then turns to the camera with a creepy smile.© Finish0:00
  2. A woman in a green dress washes dishes in a sink, then another woman in an apron and yellow gloves holds up a dirty sponge and smiles maniacally in a kitchen.© Finish0:11
  3. A woman with wild eyes and a wide smile, wearing a pink robe, embraces a man from behind, covering his face with her hands in a kitchen.© Finish0:20
  4. A man with red hair and a striped shirt lies on a table, smiling maniacally with his hands wrapped in white bandages, as someone in blue gloves holds his arms.© Finish0:26
  5. A man in pajamas and yellow gloves washes dishes in a messy kitchen, looking distressed as the camera pulls back to reveal him through a window.© Finish0:27
  6. A woman with dark curly hair looks out a window at a large apartment building in a city, with plants on the windowsill.© Finish0:31
  7. A woman in a floral shirt and yellow gloves stands in a kitchen, smiling as water and bubbles overflow from the sink onto the floor.© Finish0:39
  8. A man with a mustache and yellow gloves grins maniacally as he pulls a clump of food waste from a kitchen sink drain, seen from a worm's eye view.© Finish0:42
  9. A woman in a purple shirt and floral apron, wearing yellow dish gloves, smiles at the camera while washing dishes in a brightly lit kitchen.© Finish0:50
  10. A woman in a messy kitchen looks up in fear as a giant yellow rubber glove descends from above, filling the frame.© Finish0:53
  11. A giant yellow inflatable hand, like a rubber glove, inflates and expands on top of a building, causing the building to crumble, at night.© Finish0:57
  12. A person loads dirty dishes into an open dishwasher in a modern kitchen, with a Finish product visible on the counter.© Finish1:07

Stills © Finish. Made by Wieden+Kenendy, Friend and Ian Pons Jewell.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

People's obsessive love for dishwashing is a dark, musical comedy.

Tagline: “Nobody loves doing dishes. Leave dishwashing to dishwashers.”

dark humormusical parodyexaggerated obsessiondystopian domesticitysudden surrealismproduct as savior

The cut

Length
77 s
Shots
20
Average shot
3.9 s

What creatives use Finish “I Love Doing Dishes” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Finish “I Love Doing Dishes”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in a pink shirt and apron washes a huge pile of dishes in a dimly lit kitchen, then turns to the camera with a creepy smile.© FinishA woman in a green dress washes dishes in a sink, then another woman in an apron and yellow gloves holds up a dirty sponge and smiles maniacally in a kitchen.© FinishA woman with wild eyes and a wide smile, wearing a pink robe, embraces a man from behind, covering his face with her hands in a kitchen.© FinishA man with red hair and a striped shirt lies on a table, smiling maniacally with his hands wrapped in white bandages, as someone in blue gloves holds his arms.© Finish
    Frames from Finish “I Love Doing Dishes”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Finish “I Love Doing Dishes” in order, with its length, framing and what happens in it.

    A man in a pink shirt and apron washes a huge pile of dishes in a dimly lit kitchen, then turns to the camera with a creepy smile.© FinishA woman in a green dress washes dishes in a sink, then another woman in an apron and yellow gloves holds up a dirty sponge and smiles maniacally in a kitchen.© FinishA woman with wild eyes and a wide smile, wearing a pink robe, embraces a man from behind, covering his face with her hands in a kitchen.© FinishA man with red hair and a striped shirt lies on a table, smiling maniacally with his hands wrapped in white bandages, as someone in blue gloves holds his arms.© FinishA man in pajamas and yellow gloves washes dishes in a messy kitchen, looking distressed as the camera pulls back to reveal him through a window.© FinishA woman with dark curly hair looks out a window at a large apartment building in a city, with plants on the windowsill.© Finish
    Length: 77 s · Shots: 20 · Average shot: 3.9 s

  3. 03Ad ideas: every spot built on a dark humor

    Before you present an idea, you need to know who has done it, and how.

    Finish “I Love Doing Dishes” is built on a dark humor. Search the library by idea to see every spot that uses it.

    Studena “A Cry For Hydration”© StudenaIKEA “Lamp”© IKEAManscaped “Hair Ballad”© ManscapedLife360 “I Think of You Dying”© Life360
    Studena · IKEA · Manscaped · Life360

More commercials by Ian Pons Jewell

More from Wieden+Kenendy

  • Nike "Mo Farah – Smile" (2018) commercial still© NikeNike “Mo Farah – Smile” 2018Dir. Mark Zibert · Wieden+KenendyBritish Arrows Bronze 2018

Award-winning home commercials

Questions

Who directed the Finish “I Love Doing Dishes” commercial?

Ian Pons Jewell directed it, produced by Friend, for the agency Wieden+Kenendy.

Which agency made Finish “I Love Doing Dishes”?

Wieden+Kenendy created it for Finish (2018).

What awards did Finish “I Love Doing Dishes” win?

4 awards, including Kinsale Sharks 2017 Gold Film (A.International Film - Broadcast Tv, Cinema, Online) - 9.Cleaning & Laundry Products, Clio 2017 Bronze — Film Technique (Music - Original) / Music - Original, British Arrows 2018 Silver — International and Creative Circle 2018 Silver FILM - Best TV 60secs & over (single).

What is the tagline of Finish “I Love Doing Dishes”?

“Nobody loves doing dishes. Leave dishwashing to dishwashers.”

Sources for the credits and awards

britisharrows.comweb.archive.orgweb.archive.orgweb.archive.orgclios.com