Joy to the world! Finally Joy dishwashing soap decided to deviate from their usual "most plates per floor space and Michael V's face" kinda ad. This advertising campaign builds from a truly local insight about a Pinoy's habit to wash plates with dish washing soap. The copy reads: “Yaman din lamang at nilabhan mo ang plato sa bareta, isuot mo na ito.” Roughly translated: “As you have washed the plate with a bar, you might as well wear it.” It's campy fashiony way to look at boring old soap.

Credits to the Campaigns and Grey and the team behind this:
Chief Creative Officer: Ompong Remigio
Creative Director:  Noel Orosa
Associate Creative Director: Mel Aguinaldo
Copywriter: Noel Orosa
Art Directors: Gil Corcuera, Anton Panajon
Photographer: Milo Sogueco
Production Designer: Rious Caliso
Stylists: Rious Caliso, Noel Orosa