Brutally honest talk about some brutally honest ads.

In 2024, we created a campaign for Milto Cleaners called “It’s Time to Come Clean.”

The work won an Emmy, which is nice. It also made a lot of money for the client, which is even better. (See the work at: https://lnkd.in/gzACY8DQ)

Huzzah to all involved.

Let’s celebrate. And while we’re at it, let’s unpack exactly what did—and didn’t—contribute to the campaign’s success.

Here’s what we didn’t talk about: the dry-cleaning process, starch, detergents, cleaning equipment, expertise, experience, cost, value, discounts, rebates, coupons, locations, the nuance of fabric care, value propositions, unique sales positioning, benefits of any kind, stains, wrinkles, bleach, mission statements, corporate values, or commitment to customer care.

Included instead: family drama, white lies, and a silent fart.

You see, when you step out of the echo chamber of marketing-speak, you free yourself to connect with the consumer. To tell fun stories. To be, God forbid, fun.

In many ways, advertising is the art of striking up conversations with people who’d rather not talk to you. So don’t just make a commercial. Make yourself interesting.

Thanks, and congratulations, to everyone involved.
Client: Milto Cleaners
Production: Bayonet
Director: Andrew P. Quinn
DP: Joe Vella
Editor: Amelia Kramer
Post Production: Chop Shop
Casting: Talent Fusion Agency Helen Wells Agency