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Cleaning with Purpose

Cleaning with Purpose

New Clorox Campaign re-imagines household chores.

09.28.17








With the new brand purpose, Clorox aims to shift the perception of cleaning from getting rid of dirt and mess to the start of everything.


The “Clean Matters” brand film highlights the inherent change that comes from cleaning. It’s not just about clean surfaces, but about the clearing of the emotional grime we build up in our daily lives, and the intentional shift from what was to what can be. The short film is an honest and uplifting glimpse into the lives of people affected by cleaning, from subtle to grand and every day to extraordinary, according to Clorox.
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