Scrubbing Bubbles Return With Ogilvy & Mather, Radar Studios
October 12, 2012 by Screenmag
The Scrubbing Bubbles are beginning new adventures around the house in a new multi-spot TV campaign from Ogilvy & Mather directed by Vico Sharabani of Radar Studios and featuring new Scrubbing Bubbles characters (Scrubby, Mindy, Sudsy and Poppy) designed by legendary animator J. J. Sedelmaier.
In “Movers,” the Scrubbing Bubbles try to make off with an old fashioned toilet brush in order to make room for their new Fresh Brush and Toilet Cleaning Gel. The Scrubbing Bubbles glide along the hardwood floor as they make their attempt, flawlessly interacting with the live-action homeowner who they encounter along the way. In “Trip,” the brave Scrubby Bubble tells the tale of his journey to the kitchen, which is full of new surfaces (and messes) for the Bubbles to clean. In one shot, Scrubby peeks around and through an olive oil bottle and marvels at the sloppy spills ready to be cleaned with new Scrubbing Bubbles with Fantastik products.
This shot in particular is one which Sharabani says encapsulates the kind of visual storytelling that was so critical for this new series of Scrubbing Bubbles commercials.
“I felt it was an important moment for me to show this character integrated in the environment of the kitchen while also creating an emotional connection for the audience to this character,” says Sharabani. “We’re seeing these new Scrubbing Bubbles characters off on new adventures and excursions all around the house, and this made storytelling an incredibly important aspect of the work.”
Sharabani says the spots are the result of the kind of collaborative approach Radar uses with each project. J. J. Sedelmaier designed the Scrubbing Bubbles characters which were brought to life by the 3D animators at Pipe Dreams. Sharabani was charged with directing the cinematic look and feel of the live-action and integrating the delightful 3D-animated characters into a charming real-world environment.
“In these new spots we're seeing the Scrubbing Bubbles for the first time in new parts of the house. This informed the aesthetic choices we made to find a balance between these animated characters and a realistic world,” says Sharabani. “I think this made for a nice tension throughout the work.”
Credits:
Agency: Ogilvy & Mather
Group Creative Director: Noel Haan
Creative Director: Terry Cosgrove
Creative Director: Chuck Taylor
Producer: Alexei van Mourik
Production & Post: Radar Studios
Director: Vico Sharabani
Editors Greg Somerlot, Mark P. Smith
Producers: Jonah Mueller, Adrianne Victory, Pat Fischer
Senior Producer: Blake Nickle
Executive Producer: Graham Gangi
Character Design: J. J. Sedelmaier, J. J. Sedelmaier Productions
3D Animation: Pipe Dreams
Sound Design/Audio Post: Audio Producers Group
Voice Casting: Audio Producers Group
Music: Earhole