Our Chicago crew teamed up with Dial Soap to create a live-action commercial that takes a closer look at the everyday moments we don’t think twice about, but probably should. The goal was simple: take something super relatable and push it just far enough to make people squirm a little.

By following one innocent TV remote through a chain of messy moments, we built a spot that’s playful, slightly gross, and weirdly hard to look away from. Turns out people really connected with the “ick” factor too, with the video pulling in over 2.2 million views across platforms and getting viewers to rethink what “clean” actually means.