"We want consumers to see Woolite as they've never seen it before and to realize it's not just for delicates-all of their clothes deserve to be cleaned with care," said Jiri Kulik, General Manager US Household Marketing at Reckitt Benckiser. "Our goal is to show consumers that other detergents may be 'torturing' their wardrobe by leaving dimensional changes like shrinking or fading, all in a bold, eye-opening manner." 'The Torturer's ad creative is shot like a movie trailer and features a clothes torturer, who represents the effects of some regular heavy-duty detergents. It is the first campaign in the laundry detergent category to be directed and shot by a horror movie director. To capture the horror of the damage detergents can sometimes do to clothes, Woolite wanted to incorporate the types of cues and techniques found in horror movies and Rob Zombie was a natural fit.
