Clorox's Renew Life and its new AOR FCB Chicago are launching the probiotics health brand's first advertising campaign. Unlike competitor brands that focus on symptom management and negative perception, the creative is tapping married Hollywood couple William H. Macy and Felicity Huffman to educate people -- especially Millennials -- on the importance of gut health. Huffman appears as the campaign's spokesperson while Macy lends his voice to two videos, including the launch anthem video featuring real people and the inspiring things they do every day, both ordinary and extraordinary, that take “guts.”
Campaign elements include four :15 and :30 videos set to run online, across social media channels and on the brand’s Web site. Also in the mix: Partnerships with influencers that "exemplify what it means to live life with guts" while print ads will run in Cosmopolitan, US Weekly, and People.