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Glad breaks Big Lift campaign

Clorox Canada has begun a new advertising campaign for its Glad brand of garbage bags. Developed by FCB Canada, the campaign consists of a 30-second television commercial called "Big Lift." The creative features the garbage collector character introduced in last year's campaign for the brand, called "Thank You." The ad seeks to use humour to highlight the strength of the bags and their ability to handle "the really tough jobs" without breaking or leaking. It concludes with the tagline, "Guaranteed Strong." The campaign will run until June.

"Glad has been a trusted leader in Canadian homes for decades," said Matt Kohler, marketing vice-president at Clorox. "We want to build on that trust. Although it's a low-engagement category, we can reach consumers through creative and engaging storytelling."

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