Josh Dawson directs cleaning products to life for Ryobi


Campaign Brief
4 October 2022
Ricki Green

Old school cleaning products expelled thanks to Ryobi in latest campaign via Fenton Stephens.

With Ryobi’s range of battery powered cleaning tools, tedious household chores are now quick and easy. Good news for anyone who regularly wields a scrubbing brush or vacuum cleaner. Bad news for old fashioned cleaning tools. An idea that Ryobi recently explored in a new commercial via Fenton Stephens and Truce Films.

In the launch TVC, a guy uses his collection of Ryobi tools to tackle a thorough Spring clean. Observing this with alarm is his collection of old school cleaning products. A corded vacuum cleaner peers pensively around a corner; a broom’s bristles stand on end in fright. The end is nigh and the conquered cleaners scurry to hide in a cupboard.

Says Robert Knott, marketing manager, Ryobi: “While we may never be able to promise that cleaning will actually be fun, we can demonstrate our range in a fun, energetic way. And no old school cleaners were harmed in the filming of the commercial.”

Says Alex Fenton, executive creative director, Fenton Stephens: “Another execution and another opportunity to embrace a more imaginative universe than simply showing typical Ryobi users at work around typical homes. We love being able to demonstrate Ryobi’s amazing tools while also injecting a little unexpected magic.”

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