How do you sell a cleaning product by celebrating the very mess it's supposed to erase?

In a world where cleaning content dominates social media, Ajax chose to do the opposite. The campaign celebrated mess as a sign of real life, joy and spontaneity.  “Make a Mess” became a cultural countertrend.
Each episode invited families to embrace chaos, from indoor paint fights to flour-filled cooking sessions, showing that with Ajax, cleaning is so easy, mess becomes freedom. It wasn’t just advertising, it was a joyful rebellion against the pressure of perfection. By flipping the script, Ajax reconnected emotionally with its audience and gave new meaning to what it means to feel at home.
Resulting in over 10 million organic views, 50 million impressions, a 13.9% increase in sales, and Ajax’s highest brand recall to date. A shift that turned imperfection into a statement of identity.