skills/creative-director/references/legendary-campaigns/cards/finish-i-love-doing-dishes-2014.md

---
id: finish-i-love-doing-dishes-2014
title: "I Love Doing Dishes"
brand: Finish
agency: unknown
year: 2014
country: UK
region: europe
industry: cpg
pattern: [P11]
category: film
idea_type: execution
involvement: passive_view
channel: hybrid
duration: campaign
goal: [awareness, engagement]
budget: medium
emotion: [ironic, wry_affection]
emotion_tier: 3
insight_domain: joy
media_epoch: tv_first
awards: [unknown]
quality_score: 6
scalability: universal
risk: safe
confidence: medium
quality: stub_enriched
source_url: https://www.youtube.com/watch?v=RL6Wiiq7sg8
---

# I Love Doing Dishes (Finish · 2014)

## Insight
Nobody loves doing dishes. A dishwasher detergent brand that acknowledges this directly — and then provides the relief — is more honest than one that shows people smiling while loading the machine.

## Mechanic
An absurdist film that plays with the complete implausibility of the claim "I love doing dishes" — using that irony to reframe Finish as the product that makes the thing you hate less hateful, rather than pretending you'll enjoy it.

## Why it worked
P11 (absurd as carrier) deployed against the category convention of forced positive product-use scenarios. The self-aware irony is a category inversion in a segment where all competitors show idealized domestic happiness. The brand that admits the task is unpleasant earns more trust than the brand that pretends otherwise.

## Steal
In a category where all brands show aspirational product use, honesty about the mundane reality is a differentiator. The admission "this is a chore" followed by "and we make it less bad" is a stronger sell than "you'll love it."

## Related
- Pattern: [[../MOC-pattern.md#p11]]
- Sibling: [[metro-trains-dumb-ways-to-die-2012.md|Dumb Ways to Die]]
- Sibling: [[old-spice-man-your-man-could-smell-like-2010.md|The Man Your Man Could Smell Like]]
- Emotion match: [[guinness-surfer-1999.md|Surfer]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*