THE CAMPAIGN
The “Once a Year” television campaign featured couples in their homes speaking to camera, admitting how often they “do it,” where and when they “do it,” and what it’s like when they “do it.” We quickly revealed that by “doing it,” they meant cleaning with Rug Doctor (of course). This innuendo—combined with beautifully shot scenes and terrific acting—allowed us to grab viewers within the first 3 seconds and hold them for the next 27. The spots were held together by a brilliant musical treatment from Luminous Sound that transitioned us from quiet, personal moments to a sexy, Barry-White-inspired voiceover and demo sequence.