“It’s different, and you can feel it.”
The campaign unfolds across multiple channels—television, digital platforms, and social media—but its core remains a relatable slice of life, depicting a shared domestic experience. The advertisement features two individuals engaged in a playful competition to produce dishes sparkle, marveling at the effectiveness of a cleaning product. It’s a classic “slice of life” approach, elevated by the actors’ ability to identify magic in everyday routines.
This marks the debut of the new Svelto Concentrato Titanium, which leverages its patented Rhamno Clean™ technology. The innovation utilizes rhamnolipids to combine cleaning power with a gentle touch on hands. And, as depicted in the ad, the results seem almost unbelievable.
Complicity as a Language
Amidst gleaming glasses and spotless baking dishes, the narrative unfolds through lighthearted couple’s banter and moments of connection that many families will recognize. The campaign aims to transform a typical domestic question—”who’s doing the dishes?”—into a harmonious gesture, almost a uniting ritual.
The dynamic feels natural for the two actors.
“The campaign is all about lightness, just like Bobo and I are every day,” says Costanza Caracciolo, smiling. “Actually, the story in the ad isn’t far from what really happens between us.”
