Nobody wants to be lectured by a detergent brand. People know laundry is tedious – they don't need a commercial to pretend otherwise.

When we repositioned Spee around its "easy washing" narrative, we started with one simple admission: laundry is a pain. Then we took that admission one step further and made it physical. We turned the overwhelming pile of laundry into a character – an annoying flatmate made entirely of clothes, with all the passive-aggressive habits that come with it.

The insight behind it: when a brand agrees with you instead of correcting you, you stop skipping the ad.