"A television spot for Unilever's Vim cream. After seeing numerous commercials over the years about happy women cleaning, we thought it was time for a drastic change in the category. And being novices when it comes to sprays versus creams etc, we went where few men have gone before-on an insane cleaning binge," said Aaron Starkman. "During the process we came to realize one thing: Cleaning sucks. It's like you're a prisoner in your own kitchen. We tried to use this insight to our advantage and as it turns out, consumers were buying it, both emotionally and literally. Sales of Vim cream hit high double digits when the spot aired and this was achieved without the aid of any other marketing initiatives." “Prison Visitor” :30 (Open on a woman. She is visiting by her daughter. They are separated by a glass wall. The daughter puts her hand on the glass and the mother does too. It's an emotional moment) Daughter: When are you going to get out of here? Mother: In a while. (Pause) I gotta get back. (Cut to a wider shot and discover that the mother is actually in a bathtub and the glass wall is the sliding shower door. The mother starts to clean with a generic spray. We can see it's not working) Daughter: I love you momma! Mother: I love you too baby! (The mother goes back to scrubbing. Fade to white super) Super: Spend less time cleaning. (Dissolve to Vim cream bottle) Super: Cleans the tough stuff. Easily.