I don't think the apocalypse is near (at least I hope), but there definitely is a change in the way packaged goods ads are being done. I just started working at the agency that did this ad, DDB San Francisco. We have a lot of packaged goods clients on our roster. But instead of the normal mindset that accompanies working on packaged goods, namely death, all the creatives here view it as an opportunity to do good work for what has traditionally been a boring category. As proof, another of our ads for a Clorox brand just won a Bronze Lion and yet another won a Gold Addy. Hopefully this is the beginning of the turnaround and not just a fluke- not just for my career's sake, but for the industry and the ad viewing world.