David Reviews

 Biting the hand that feeds us since 2002.

Finish
"Combinations"
40s
14 February 2017
UK Dishwasher Detergent

Finish’s ‘Who Cleans The Cleaner?’ campaign continues to stand tall in this sector. This latest instalment focuses on, erm, fusion cuisine. Caesar salad and orange jelly, scrambled eggs with cat food, baby milk and tuna bake… no, it’s not a Heston Blumenthal set menu, it's just some of the unedifying things that nestle beside one another in the dishwasher.

The work that has gone into this has really paid off. Dirty pans, crocks and cutlery meld into each other as they gently fall against a spotlit backdrop to make an art form of food leftovers. In turn, these images create a great contrast with the scenarios that led to them - stylised settings inhabited by memorable characters made flesh by Riff Raff’s The Sacred Egg. The directorial duo place a heavy emphasis on production design... as you may remember, they were recently responsible for MailChimp’s kale dogs. That's something you don't forget once you see it.

Meanwhile, the avuncular VO still relishes the leftovers, extracting every morsel from a fun script: “The goo. The gunk. The yuck!” His delivery adds further texture to the meticulous visuals.

The brand has very much mastered the formula at this point. While the elements are familiar, this campaign manages to keep them fresh and playfully suggests your dishwasher will thank you for buying the advertised detergent. Call it a late Valentine's gift.

Air Wick
"V.I.Poo"

Miles said:

shit ad


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Finish
"Combinations"
40s
14 Feb 2017
Finish’s ‘Who Cleans The Cleaner?’ campaign continues to stand tall in this sector. This latest instalment focuses on, erm, fusion cuisine. Caesar salad and orange jelly, scrambled eggs with cat food, baby milk and tuna bake… no, it’s not a Heston Blumenthal set menu, it’s just some of the unedifying things that nestle beside one another in the dishwasher.

Finish
"Plates"
20s
2 Feb 2017
Finish manages to add a little sparkle to even the dullest message about cleaning power. This simple execution features a montage of "nearly clean" items that have been through the dishwasher, and appropriate sound design as people rub, scrub and scratch the remaining stains off is pretty effective.

Finish
"Heartbreak"
30s
30 Mar 2016
Finish note that a broken heart is often swiftly followed by a hearty appetite. These unlucky-in-lovers are shown wallowing in the depths of despair and comfort eating in a nicely OTT sequence, leaving behind a trail of filthy dishes. With their characteristic reasoned approach to life and washing up, the brand boast they can provide the necessary cleaning power... if not a shoulder to cry on.

Finish
"Ageing"
30s
29 Mar 2016
If Batman duking it out with Superman has left you with a splitting headache, then Finish have a more playful skirmish in store for you in this new addition to their excellent campaign. The fight against ageing is an advertising staple, and the dishwasher detergent pedlars claim to have the ideal antidote - the Powerball.

Finish
"Who Cleans The Cleaner?"
30s
11 Aug 2015
Finish are evidently determined to defy the law of diminishing returns. After their splendid reinvigoration of the sector earlier this year, W+K have crafted another execution alive with the joy of cleaning. With stylish ingenuity, directing duo RBG6 chart a year's worth of dirty bowls, plates, and cutlery from the perspective of the dishwasher.

Finish
"Glasses"
30s
8 Apr 2015
A companion ad to the epic 'dishes' execution, this glorious spot focuses on the myriad uses we find for glasses - and the need to clean them that inevitably follows. This crushes Finish's rivals by communicating the message with style and makes an endless chore feel like a cause for celebration. Quite an achievement.

Finish
"Dishes"
40s
8 Apr 2015
Hold the phone, what's happened here? Where is the usual twaddle about targeting tough stains? Where are the swoosh-tacular graphics? W+K evidently gave that memo short shrift and decided instead to provide substance via stylishness. In so doing, they've created a terrific new precedent for this sector... one that could improve life immeasurably at DAVID HQ.

Finish
"Dragons' Breath"
30s
25 Feb 2015
Apparently most dishwasher tablets contain dragon breath which make your glassware all dark and cloudy. Or maybe most dishwasher tablets don't protect your glassware from the dragon lurking in your dishwasher. Whatever. Fortunately Quantum Finish acts like a shield to stop dragon breath (in any form) ruining everything. What a relief.

Finish
"Gunge"
60s
30 Jul 2014
This must operate at the very margins of what's permissible and although it's yukky on several levels, it's a pretty persuasive piece of advertising. Carol Smillie introduces an expert who reveals how much shit (quite literally from the looks of things) passes through your dishwasher in its lifetime. Luckily for us they have a solution... luckily for them, they manufacture it.

Finish
"Serpil"
30s
1 Jul 2014
"All done with the purity of active oxygen," announces Carol Smillie to a gobsmacked consumer from London. That's right; pure air has removed last night's baked-on lasagne and left the dish sparkling clean. Or is that active air? Come to think of it, what is active air? Serpil the consumer doesn't know and doesn't care; she's got a sleb in her kitchen and she might get to keep the dishwasher tablets into the bargain. Result.

Finish
"Supercharge Booster"
30s
12 May 2014
Looks like Finish have found their very own Barry Scott. This ebullient chap explains that the advertised product "supercharges" your dishwasher detergent to ensure everything is shiny and streak-free, and just for good measure, thrusts a bottle into our faces. Stylish this ad most certainly ain't, but Mrs DAVID has slyly jotted the name down on the shopping list all the same.

Finish
"Active Oxygen"
30s
27 Mar 2014
"Oxygen is natural... oxygen is pure," opens the female VO in this commercial which aims to persuade us that the advertised dishwasher detergent is superior because it contains the stuff we breathe. In fairness, we are inclined to think of oxygen in these terms so it's not an idea without resonance... just not one that would bear any analysis.

Finish
"Danny Kingston"
30s
12 Sep 2013
Slightly geeky food blogger Danny eschews the stereotype of the egotistical chef; and you know he wouldn't develop a caveman side at the sight of a BBQ. He's also unashamedly happy to discuss the merits of dishwasher tablets. A lot of effort has gone into this and it's miles better than what went before.

Finish
"Food Bloggers"
30s
13 Aug 2013
Hello, what's going on here? A Finish ad with a little cinematographic flair? Now all they have to do is get rid of the crappy music and employ a VO artist who doesn't sound like he's from the Barry Scott school of breathless delivery and they'll revolutionise the way this sector is advertised. Seriously... a big step in the right direction.

Finish
"Tea Towel"
20s
3 May 2013
The VO informs us that "a dishwasher will change your life". What it doesn't tell us is you need one that's bigger than a tea towel if you're hoping to load more than a small coffee cup. And unless you're washing industrial quantities of crockery every day, it's really not going to change your life. Ipso facto, a small one ain't much use.

Finish
"Leading Manufacturers"
20s
25 Feb 2013
An actor in a white jacket to imply authority stands proudly next to a packet of the advertised product in this dismal ad announcing the power of Finish over every other dishwasher tablet - because "leading manufacturers" agree it's better. Love the microscope on standby at the side, waiting for... what, exactly?

Finish
"Come Dine With Me Sponsorship"
40s
2 Jan 2013
Thanks to the frequency with which the above-mentioned programme appears, viewers must have a Pavlovian response to the Echo Falls bumpers that - until now - always accompanied it... perhaps even sensing what was coming before they consciously realised. It seemed such a successful partnership, you have to wonder what prompted the change. Money? Oh.

Finish
"Service Station"
20s
16 Aug 2012
This animated ad suggests we should reward our dishwashers by using the advertised cleaning fluid for all the hard work it does for us. This is the kind of approach that might appeal to people who think it's cute when they see the words "I'm Out Of Service" on the front of a bus.

Finish
"Shine"
30s
27 Feb 2012
This animated commercial shows the advertised product as a magic ball travelling though a surreal world of glass and flowers. It can deliver an amazing new level of shine, apparently, and that's what we want from a dishwasher tablet... shininess.

Finish
"No Two Stains"
20s
5 Jan 2012
According to this ad for a dishwasher tablet, no two stains are the same and it's suggested that it's foolish to treat them as though they are. The nonsense that follows makes the extraordinary claim that Finish can differentiate between tough stains and the rest.

Finish
"15kg"
30s
8 Nov 2010
It's questionable whether it's ever wise to use disgusting imagery in your commercials even if the point that you're trying to make is that the advertised product can combat the problem. Most viewers will feel that they'd rather not know about this and would certainly rather not see it.

Finish
"Alison Cork"
60s
23 Aug 2010
A woman called Alison Cork reveals her dish-washer dependency and describes how the advertised product has helped her to feed her habit. It looks like landfill fodder to us but there's undoubtedly a market for this somewhere.

Finish
"Quantomatic"
30s
21 Jan 2010
Finish, the dishwasher people, seem to be trying to solve a problem that doesn't exist by introducing a product which drip feeds detergent on a wash by wash basis. This, presumably, is supposed to rescue us from the horror of popping powder into the machine.

Finish
"Noodles"
30s
16 Oct 2009
Just a thought... but if you really want to avoid the possibility of food sticking into your plates inside your dishwasher, instead of using the advertised product why not scrape your plates before popping them into the machine in the first place?

Finish
"Flawless Results"
30s
29 Jul 2009


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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.