ESTEBAN by DDB California for Pine-sol

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ESTEBAN

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Industry Household maintenance & pet products
Media Radio
Market United States
Agency DDB California
Creative Director Chad Ackley - Group Creative Director
Account Supervisor Rebecca Hines - Group Account Director
Released August 2010

Credits & Description

Category: Household
Advertiser: THE CLOROX COMPANY
Product/Service: PINE-SOL FLOOR CLEANER
Agency: DDB WEST
Creative Director: Chad Ackley
Scriptwriter: Jim Bosiljevac
Agency Producer: Jessica Manning
Account Supervisor: Rebecca Hines
Advertiser's Supervisor: Jon Balousek
Production Company: DDB WEST, San Francisco, USA
Sound Studio: One Union SF
Sound Engineer: Joaby Deal
Music Artist/Title: Peter Raeburn/Nick Foster
Other Credits: Director of Content Production: Frank Brooks
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: DDB WEST, San Francisco, USA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Romantic music SFX: Knock at the door; high heels; door opening FVO: Oh my. Hello hunky. MVO: I’m Esteban, a gold medallist swimmer turned-underwear model and volunteer fighter pilot. I was flying overhead when my breath was taken away by a scent of ocean waves so intense, I crash-landed my jet and followed the scent to your doorstep. FVO: That’s the powerful scent of clean, sugar. Sparkling Wave Pine-Sol. Come in, I’ll give you a close look at my shiny-shiny floors.

Brief Explanation
Pine-Sol has always been known for getting floors sparkling clean, but the strategy behind this campaign placed a new focus on the product's intense scent. We took the brand's long-time spokesperson, Diane Amos, and featured her as you would the heroine in a romance model. And now 'Intensity' stands for both the bold scent of Pine-Sol and the brand's brave new tone.