The Deep Clean Video Project
Show Moms that nothing gets the job done like Comet.

Due August 15th, 2017 - As a Mom, doing a deep clean is kinda like going to the gym. It’s hard work, it takes time, and you’re going to come out of it just as sweaty, sore, and tired. Half the time, let’s be honest, you’re going to come up with some excuse to get out of it too... But once it’s finally done, you feel great, and everyone can see the results that you feel. The reward of having a pristine home is the juice that’s worth the squeeze.

For consumers who value doing the deep clean right, Comet® is the trusted brand for cleaning surfaces and cleaning them completely, every time. Comet® penetrates through the layers of dirt throughout your kitchen and bathrooms, cutting through soap scum and grime, cooked on food and grease, and thoroughly sanitizing every nook and cranny in between. Stainless steel, fiberglass, porcelain, Formica, ceramic - it’s the #1 scrubbing cleanser for almost any surface in your home.

Even when you’ve got the right stuff, Comet® is not about to pretend that deep cleaning is easy and fun – thus that insight: doing deep cleaning is like going to the gym – you dread doing it, but once it’s done you feel great! With that in mind, they want to playfully tap into the emotional truth that’s at the heart of this and then focus on what really matters: the positive outcome of having a pristine home.

The goal of this project is to create two different clever 30-second Videos that will show Moms that nothing gets the job done like Comet® when it comes to deep cleaning in the home, each building on the insight that “Doing deep cleaning is like going to the gym – you dread doing it, but once it’s done you feel great!”

NOTE TO PITCH SUBMITTERS: Your Pitch must address how you would bring both winning Ideas to life.

Your two 30-second Videos should each be accompanied by a 15-second cut-down, and you should deliver 10 total Still Photos (5 from each video) that Comet® can use for digital promotions. All of your Videos should be optimized for Facebook, as that will be the primary platform that Comet® will use. Your Videos may include the same cast, but they should have different stories and explore different cleaning occasions.

Creatively, they're not asking you to take the insight literally. There’s a meaningful parallel between doing a deep clean and going to the gym, but it loses it’s charm if you take it at face value and submit something that has the intensity of a sports drink ad. Remember your audience, and remember the playful tone they are looking for. Think about the emotional truth in that parallel – and the emotional journey around deep cleaning – and focus the brunt of the messaging on the positive aspect of getting results. One thing that came up in research was that many Moms think, “I hate it… but I love it,” so if you’re thinking along those lines, make sure to capture “I love it.” You should also put some thought into what motivates Moms to clean, beyond the overly simplistic idea that clean house = good Mom.

Choosing the right cleaning occasions is also important, and what you focus on should obviously require a deep clean. This is not a “spray and walk away” product. Cleaning the kitchen and cleaning the bathroom are the two key cleaning occasions to focus on, so when you’re looking for examples of what might be cleaned, think about cooked-on food and kitchen grease, or soap-scum, hard-water stains, and bathroom grime. Keep in mind that this is a scrubbing surface cleanser, so you should obviously avoid any situations that revolve around carpets or clothing, and Comet® would like to keep the spotlight on their powder product.

Click the link below for Official Rules and more details.


Pitch Awards (Submissions due 8/15/17)
The single most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $15,000 to help create the Videos. Additionally, upon submitting Videos that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED an additional $18,500.

Pre-Production (Due 9/12/17)
The Pitch Winner from the Pitch Phase will enter the Pre-Production Phase, which means you will be required to submit certain items for Approval before moving onto the Video Phase.

These items are:

Video Awards (Due 10/3/17)
Once the Pre-Production Phase is complete, the Pitch Winner will create TWO 30-second Videos, with TWO 15-second cut-downs, and 10 total Still Photos (5 from each video). The Winner of the Video Phase will earn $18,500. There are no residuals on this project.

Revisions (Due 11/14/17)
Once the Video Phase has closed, the winning submitters will enter the Revisions Phase. During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback. Once the Videos are finalized, the Sponsor will rank the Videos and winners will be announced.

Open to Tongal community members (it's free to register!), ages 13 and older.

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