Continuing my underwater commercial kick, here’s one from Clorox. A young mermaid swims in a mystical underwater environment and follows a message in a bottle up to the surface. The mermaid turns out to be a little girl taking a bath. A mother, getting ready for a night out, turns to look at her daughter. A voice says: “Because a bathroom can be more than just a bathroom. Clorox helps keep it clean, even the imaginary parts.”
This commercial (yet again) depicts the underwater space as a clean, pristine space (which establishes the conditions of possibility for imaginary spaces and imagination) and like the Whirlpool commercials, makes this the natural space of children and women.
