Svelto and Omnicom reframe dishwashing as a more enjoyable moment in new Italian campaign
Unilever’s dishwashing brand Svelto has launched a new campaign in Italy that repositions dishwashing as a more enjoyable experience. Starring former Italian footballer Christian Vieri and his wife, actress and model Costanza Caracciolo, the spot shows a husband so taken with Svelto’s feel and performance that he sneaks into the kitchen at night to wash dishes – only to be caught by his knowing wife.
Built around the line “It feels better, because it is better”, the campaign reframes dishwashing from a routine chore into a moment that invites consumers to slow down and enjoy the experience.
The campaign centres on Svelto Titanium, a premium concentrated range designed to deliver strong degreasing performance alongside benefits such as gentleness on hands and a fresh fragrance. The launch also introduces RhamnoClean™ technology to the Italian market — a 100% plant-based, renewable and biodegradable cleaning agent.
Created by Omnicom Advertising’s dedicated Unilever team, the Italian films form part of a globally consistent creative platform that has also rolled out in Indonesia, Thailand, Vietnam and South Africa, where the brand is known as Sunlight, all linked by the same light-hearted storyline.
Unilever Sunlight Global Brand Director, Priyanka Singh, said: “The campaign brings a modern, distinctly Italian sensibility to dishwashing, leveraging the warmth, charm and natural chemistry between Christian and Constanza, to showcase how the most ordinary household moments can become pleasurable. This launch also marks a significant milestone for Svelto as our first campaign of its kind in Italy, signaling Unilever’s continued commitment to innovation and growth in the market. By encouraging consumers to trade up to a premium dishwashing experience, we’re supporting Svelto’s ambition to lead the category through superior performance and creativity that resonates.”
Omnicom Advertising collaborated with director Valerio Musilli and Italian production house Think Cattleya. Musilli played a key role in shaping the films, adapting the dialogue to an authentically Italian tone and infusing the story with lightness, energy and charm. The project also marks the first collaboration between Think Cattleya and Omnicom Advertising.
Omnicom Advertising’s Global Business Director, Subarna Prabhakar, said: “We wanted to tell a simple, human story that makes the product experience instantly believable. At the heart of the films is an authentic husband and wife duo who moves away from traditional household stereotypes. By combining genuinely relatable relationships, understated humour, and an elevated visual style, we’re able to turn Svelto’s superior product performance into something emotional, memorable and genuinely entertaining.”
Credits
Agency – Omnicom Advertising Group
Andrew Ho – Creative Director
Natasha Benedicta – Senior Art Director
Sofia Benchimol – Art Director
Emilio Carrozzino – Copywriter
Xin Ying Peh – Sr. Copywriter
Julie Chua – Go To Market Director
Jewel Ng – Sr. Account Executive
Hwee Ling Koh – Account Director
Alycia Lee – Sr. Account Director
Subarna Prabhakar – Global Business Director
Unilever Italy
Luana Rossolini – Home care Italy Lead
Matteo Iegri – Home Care Italy H&H Marketing lead & Head of CSP
Silvia Finicelli – Home Care Italy Marketing Specialist
Unilever Global
Rohit Pathak – Home Care Head of Home & Hygiene and Clean Future
Priyanka Singh – Global Brand Director Sunlight
Viola Hou – Global Brand Manager Sunlight Masterbrand, Equity & Strategy
Eve Vychemirskaia – Global Assistant Brand Manager Sunlight
Dilys Ong – Global Assistant Brand Manager Sunlight
Production
Think Cattleya
CEO: Monica Riccioni
GM & Executive Producer: Martino Benvenuti
Director: Valerio Musilli
Senior Producer: Raffaele Fusco
Producer: Alessia Sala
DOP: Guido Mazzoni
Editor: Davide Vitola
Production Designer: Gabriele Cavalchi
Stylist: Aurora Zaltieri
Make Up Artist Talent: Lola
Hair Artist Talent: Marco Valente
Line Producer: Antonio Giampaolo
1st Assistant Director: Marcello Calvesi
Backstage: Leonardo Mannoli