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Millennials’ transition to adulthood has not been easy: from enduring the great recession, making it through the pandemic and dealing with the current prices at the grocery store, millennials contend with a lot of big issues – all while still having to figure out how to do the everyday tasks of being an adult. Throughout their major (and messy) transitions to adulthood, millennials use humour as a coping mechanism to get through life’s challenges. With that concept in mind, OxiClean teamed up with the independent creative agency, VIA, for their new brand campaign, to celebrate universal millennial moments and position OxiClean as a welcome wagon to adulthood. This campaign aims to meet millennials where they are and leverage humour as a way to deal with adulthood’s mundane tasks.

The national campaign, launching today Monday, (7.1), introduces Dave, OxiClean’s chief millennial officer, and his world of friends as they go through the relatable transition moments into adulthood, and experience adulting “ahas” along the way. From cocktail party wine spills to blasting away BO from a big workout, Dave navigates his challenges with OxiClean’s help to get things under control.

OxiClean’s goal is to celebrate the standards we aspire to as adults compared to what was considered “good enough” for previous generations. Supporting the transition from parents doing their laundry, OxiClean introduces a level of security for millennials entering a new stage of life. The work’s focus on universal truths that cue millennial “omg that’s so me” moments intending to show how OxiClean delivers a better pathway through adulthood (and a better clean).

This campaign features a series of nine videos ranging from a :15 anthem spot, to :06 spots which were adapted from the original content shoot to be fit for the platform. In its :15 hero ad, Dave gives a partygoer advice to use OxiClean for a red wine stain – advice that would seemingly only be given from a well-seasoned, laundry-doing adult. Dave has a realisation that he is entering the “Adult Dave” stage of life, with OxiClean and its stain fighting ability by his side to help him feel like he’s in control. It's these "aha" realisation moments that the campaign centres around.

The campaign will run across broadcast, online video and social. 

Malaika Danovitz, executive creative director at VIA said, "When you find yourself talking about OxiClean at dinner parties you know you’re an adult. We went all in on that. It’s an adult coming of age story that covers all things adult with OxiClean as the lead."

"OxiClean isn't just a stain fighter, it's a symbol of adulthood. Much like charcuterie, throw pillows and dinner parties. When you use OxiClean and find yourself waxing poetic about it, you have arrived!"