CIF Unilever

Clearing Plots

Agency: SOKO


Thriller classics meet the gleam of CIF's cleaning power. In the heart of suspense, CIF's latest campaign flips the script, revealing how a simple shine can rewrite the rules of the game. From eerie shadows to ominous props, CIF clears the fog, delivering the shortest plots ever made and proving that with CIF, time is saved and lives are spared. With "Clearing Plots," the killer's reflection reveals the true hero – cleanliness.

"Pick CIF. Save time."

In a world where suspense hangs thick in the air and every shadow conceals a potential threat, CIF's latest campaign injects a burst of clarity into the murky depths of uncertainty. With a nod to the age-old cliché of characters never spotting the killer until it's too late, CIF dares to pose a tantalizing question: What if the props that populate these iconic scenes were cleaned with CIF? Could the outcome of these tales of terror be altered, their denouements swifter, their plots condensed to the shortest ever made?

Drawing inspiration from the cinematic landscape of suspense, CIF's campaign showcases how the mundane act of cleaning can wield extraordinary influence over even the most gripping of narratives. Through a series of meticulously crafted vignettes, viewers are transported into a world where danger is not met with trembling anticipation, but with the resolute gleam of freshly polished surfaces. As the tension mounts and the stakes soar, CIF emerges as the unsung hero, reshaping the very fabric of these beloved tales and rewriting their endings with a swift stroke of clarity.

"Clearing Plots" is a testament to the power of cleanliness in the face of impending danger. From the chilling depths of suspense emerges a beacon of hope, illuminating the path to safety with the radiant glow of CIF's cleaning magic.

This professional campaign titled 'Clearing Plots' was published in Brazil in April, 2024. It was created for the brands: CIF and Unilever, by ad agency: SOKO. This Content, Digital, and Film media campaign is related to the House, Garden and Household Products industries and contains 1 media asset. It was submitted about 2 months ago by LLLLITL.


Brand: CIF (Unilever), Brazil.
Marketing Vice President for Home Care Americas: Giovanna Bressane Gomes.
Marketing Director: Mariana Gonçalo.
Senior Marketing Manager: Gabriela Lairana.

Agency: SOKO, São Paulo, Brazil.
Chief Executive Officer (CEO): Felipe Simi.
Chief Creative Officer (CCO): Rafael Ziggy.
Executive Creative Director (ECD): Rafael Alves.
Creative Director (CD): André Savastano, Nayara Rocha Lima.
Art Director (AD): Guilherme Pinho.
Copywriter (CW): Wagner Montanher.
Project Managers: Mayara Medeiros, Guilherme Piropo.

Production Company: Vetor Zero.
Sound &Music Production Company: Audiomaníacos
Directors: Coutinho & Batti (Eduardo Battiston and Pedro Coutinho).


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