In the past, household cleaning products have suffered from some painful packaging, product design, and general marketing, and the Seventh Generation 'Come Clean' campaign teases these tropes. Featuring the SNL alumni, comedian, and actress Maya Rudolph, the campaign centers around a TV ad spot and is supplemented by social media, online banners, and print ads.
In the commercial, Rudolph introduces herself before diving into the problem that the commercial addresses. "I'd never thought about what was in household cleaners," she clowns to the camera, before highlighting the explicitly unnatural aspects of common cleaners, including their colors and fragrances. The ad then proceeds to contrast these bright colors, scents, and packaging with the subdued alternatives offered by Seventh Generation.
Rudolph's own comedic nature comes through in the ad, enlivening what might otherwise come off as a standard pitch.