We introduced the Dishwaher therapist: a tongue-in-cheek pseudo-therapist who helped couples work through their “dishwasher frustations.” In a series of videos, we see familiar situations and dishwasher-related conflicts, with a light-hearted resolution: Sun Brilliant Shine Plus. No more pre-rinsing, and even stubborn, baked-on dishes come out perfectly clean, no matter how you load the machine.
Vaat
therapeut
therapeut
Vaat
therapeut
therapeut
Briefing
Sun led the market for years with tablets, but lost ground to Dreft as capsules gained popularity. With the launch of Sun Brilliant Shine Plus capsules, which remove the need for pre-rinsing, we were asked to create a campaign that stands out.
Casevideo
Strategy
Instead of leaning on technical claims, we chose a human insight: the relatable frustrations around the dishwasher. 67 percent of people in the Netherlands have had an argument about loading it, and 52 percent believe they do it better than their partner. We amplified those seemingly harmless irritations into an over-the-top, comedic campaign.
Approach
We measure brand impact
We leaned into relationship clichés and everyday dishwasher frustrations, using sharp one-liners and humor. Native content and paid snippets each brought a different dynamic, boosting both reach and consideration.
+
5
%
+
1.6
pts
+
16.7
%
>
12
K
17.5
sec
Influencers
Vic Cle
You might know Vic from his daily comedy videos. With sharp observations of the people around him and his own experiences of city life, he captures a wide range of character types with pinpoint accuracy in his sketches. We positioned Vic as a strong, standalone character in his own right. As a therapist, he sets the conversation between Jasper and Iris in motion, pushing it forward in an exaggerated, comedic way.
Country
NL
Followers
188K
01
Jasper Schilder
You might know Jasper for his sharp satire, funny writing style, and original take on life, the internet, and (reality) TV.
He once fell headfirst into a cauldron of memes, and it shows. In this “real” relationship, Jasper does most of the talking. His girlfriend keeps her responses brief and stays out of the spotlight, creating a dynamic that feels familiar: a recognizable, almost clichéd relationship pattern.
Country
NL
Followers
123K
02
How did our campaign drive success?
How did our campaign drive success?
Dishwasher Drama
To create buzz, we kicked things off with native content: Sarcaspasper amplified his dishwasher frustrations between him and his girlfriend in a sketch on his channel.
01
Now Recruiting
In a native teaser on Vic’s channel, we introduced the “dishwasher therapist” through a recruitment-style video, calling on couples who could use a little help.
02
Couch Session
In the hero video, everything comes together as Jasper and Iris sit back on the couch. With a light, humorous touch, the dishwasher therapist teases out their dishwasher-related frustrations.
03
Cases
Cases