Ajax and VML Paris challenge the spotless-home obsession with "The Art of Mess with Carie," a parody reality show that embraces the chaos of real life and reassures viewers that cleaning up is easy with Ajax.
Ajax: The Art of Mess
VML Paris subverts cleaning tropes with a fictional reality show celebrating the beauty of real, lived-in homes
Client
- Ajax
Office
- France
To break through the clutter of idealized cleaning content and connect with consumers on a more authentic level, showcasing Ajax as a brand that understands and supports real life.
"A real house is first and foremost a place full of life, and life is never impeccable." The campaign is inspired by the idea that embracing a little chaos can unleash joy and strengthen bonds.
Create a fictional reality show that parodies the genre, celebrating the "art of mess" and demonstrating how Ajax products make cleaning up afterwards simple and stress-free.
The campaign aims to increase brand awareness and engagement by positioning Ajax as a brand that understands and celebrates real life, ultimately driving sales and brand loyalty.
Please provide your contact information to continue.
Related Content
Colgate
Not Every Smile Starts as a Smile
New campaign supports parents by revealing the reality behind healthy smiles.
Read Case Study 
Forbidden Stories
QR: Defend Journalism
Support investigative journalism. A simple scan, a donation, an act of resistance to defend the truth.
Read Case Study