Finish Takes on the Ultimate Challenge, Bringing Its Newest Detergent to the Toughest of Conditions

How far can your dishwashing detergent go?

With flamethrowers unleashing burnt-on stains, the driest of deserts, and ancient dishwashers galore, leading multinational hygiene and health brand, Reckitt, has partnered with Havas New York on a new campaign for Finish.

Engineered with consumer pain points in mind, new Finish Ultimate is designed with CycleSync technology to release the right ingredients at the right time–giving the ultimate clean.

This isn’t another advertisement in a kitchen with a frowny person after getting dirty dishes from a clean dishwasher. The spot itself breaks category norms by taking Finish out of the kitchen and into the desert. Because there’s finally a product out there that can go toe-to-toe with the toughest of stains in the toughest of conditions.

Category norms would tell you what the product does. Now, Havas New York wants to show you what it does. The team at Havas New York challenged themselves to tackle consumers’ biggest pain points, by creating the driest, most burnt-on stain, placed it in the oldest dishwasher they could find, and used the hardest water available–all in the name of putting Finish Ultimate to the ultimate torture test.