Today, the likeable “Garbage Man” from Glad returns to build on the concept of appreciation for all his loyal Canadian Facebook friends. The 60-second film is reminiscent of an 80s-style workout, and is part three of the appreciation platform for Glad, following part one “Thank-you” and part two, “The Big Lift”.
or Glad, this program, like the others, focuses on appreciation and strength for the Glad bag. The film opens with, the garbage man dressed in his classic coveralls, jazzed up with a sweatband, legwarmers and runners. Pink neon lights and a retro soundtrack make this film a colourful flashback to the classic 80s-style aerobic video.
Glad encourages Canadians to have fun with garbage day. Why not squeeze in a weekly workout on the way to the curb? The Glad Strength Training Program is a full body experience, consisting of a series of unique exercises which demonstrates the strength of Glad garbage bags.
The challenge for GLAD has not changed: How do you get Canadians to notice your brand – and even justify paying a premium price for your products – when they’d rather keep you out of sight, smell and mind?
For GLAD, the answer is in demonstrating the strength of its products in an unexpected way – making people realize that their bags are strong enough to handle the really tough jobs. And they’re doing it in a way that stands out in a low-interest category. “Big Lift” and the GLAD ‘Strength Training Program’ continues GLAD’s focus on the category expert, who deals with garbage on a daily basis and appreciates bags that won’t fail– the trash collector.
“The Glad Strength Training Program” runs February 19 – March 1, 2019
Client: Clorox Canada (Glad Canada)
Vice President Marketing CLOROX CANADA: Matt Kohler
Sr. Lead, Global Insights: Anna Conte
Category Team Lead / Marketing Manager GLAD: Ann Marie Cicuttini
Brand Manager: Luis Perez Martin
Sr. Lead Digital Marketing Manager/ Digital COE: Ariane Friesen
Agency: FCB Canada
Chief Executive Office: Tyler Turnbull
Chief Creative Officer: Jeff Hilts
Chief Creative Officer: Nancy Crimi-Lamanna
Group Creative Director – Art Director: Noel Fenn
Group Creative Director - Copywriter: Matt Antonello
Art Director: Elma Karabegovic
Copywriter: Jessica Schnurr
VP, Integrated Production: Stef Fabich
Producer: Christine Michalejko
Chief Strategy Officer: Shelley Brown
Sr. Strategist: Shelagh Hartford
VP Managing Director: Tracy Little
Account Director: Melissa Paulino
Project Manager: Adrian Bailon
Director, DP: Scott Drucker
1st AD/Line Producer: Sarah Kravetz
Colourist : Wade Odlum, Alter Ego
Editorial: Rooster Post Production
Editor: Izzy Ehrlich
Assistant Editor: Taylor McWade
Music: Grayson Matthews
Media Agency: OMD Canada
Group Director of Strategy: Elaine Lindsay
Associate Director of Strategy: Trish Mallaci