Oh My Lord
Sopalin Delipapier
Issue 33 | December 2014
Agency
Leo Burnett France
Creative Team
Creative Director: Xavier Beauregard Art Director: Jerome Gonfond Copywriter: Hadi Hassan Helou
Production Team
Production: Les Telecreateurs Director: Vincent Lobelle Tv Producer: Antoine Grujard Tv Producer: Helene Daubert
Other Credits
Deputy Managing Director: Regis Perrone Advertising Manager: Emmanuelle Buttazzoni Account Executive: Mathilde Ferail Marketing Manager: Christophe Brosius Marketing&Sales Director: Philippe Defacqz
Date
October 2014
Background
Sopalin was born in France in 1948 and since then enjoys the status of being THE preferred brand of the category. Its name has even entered everyday language in place of the paper product category. (In France, people will say I need a Sopalin just as they say I need a kleenex...)
Today Sopalin offers a large range of original and premium quality products; both practical and effective for daily use BUT the brand did not communicate and relied on this rich heritage.
Brief : How can this iconic Sopalin brand speak up again to take its place in the modern world ? How to engage people in an emotional way while explaining the brand positionning and the attributes of the product at the same time in a non – engaging category ?
Idea
Who's the boss?
Time for a reality check : When it comes to housework: cleaning, vacuuming, doing the laundry... men simply aren't pulling their weight. In fact in 2014, 80% of women were still the ones performing all of these domestic chores and more. So, is this unfair division of labour carved in stone ?
Not so sure... For its TV come back after 30 years (and a generation later...), SOPALIN took aim at the endless debate over who really wears the pants at home. This new film, created by Leo Burnett France, was a tongue-in cheek salute to all women bogged down by household chores by one of France's leading cleaning brands. Ladies, it's time to take off the rubber gloves and challenge your mates to clean up. With SOPALIN, the power is in your hands! !