The Spill

Creative idea

To prove that spills can happen anytime, Zewa turned a routine supermarket announcement into the spill itself. The ad begins as a familiar in-store PA message calling for a cleanup, before the dispatcher accidentally leaves her microphone on. What follows is an increasingly awkward stream of candid comments and gossip, creating the audio equivalent of a spill that keeps spreading. By exploiting the universal tension of an open mic moment and delivering the message in the exact environment where paper towels are purchased, the campaign transformed a functional product benefit into an entertaining audio experience.

Brand name: Zewa
Advertiser / client: Essity Hungary Kft.
Product / service: Zewa Wisch&Weg
Campaign name: The Spill
Agency network: Publicis Digital Experience
Agency: Publicis Groupe Hungary - Budapest
Web address: https://www.zewa.net/hu/
Agency chief executive officer: Vladimir Tkachev
Executive creative director: Márton Jedlicska
Creative director: Dávid Harmath
Art director: Ferenc Hetsch
Copywriter: Ádám Fürst
Account director (agency): Tímea Herczeg
Strategic planner / strategist: Eszter Domonkos
Illustrator: Dávid Knapp
Additional company: Judit Rudas - Senior Account Manager