The goal of this project is to create an engaging and relatable 30-second Video featuring OxiClean’s Max Force Pretreaters as they fight the different kind of stains that you might encounter at any stage of your life. 

It used to be the standard tailgate stains – a little mustard, some barbeque sauce, and the splash of a dark brew. Then you got a little older and it became splatters of salad dressing and pasta sauce from your dinner parties. Time kept rolling on, and soon it was blobs of pureed prunes and “baby’s first” mashed lasagna, followed by years of grass stains and finger paint and little sweat-stained jerseys. No matter what stage of life you’re at, you’re going to be battling stains, and even if you can’t ever be sure what’s next, you can be sure that OxiClean Max Force Pretreaters are there to take care of it. 

OxiClean is America’s #1 bestselling versatile stain remover and is well known as a high performance brand, in part thanks to famous pitchman Billy Mays and his signature passion for the “miracle cleanser” in a string of infomercials starting in the 1990’s. OxiClean’s since grown over the years from a single product to a complete line of stain fighting laundry solutions… which in this case brings us to the Max Force line of Pretreaters.

OxiClean Max Force is the premium line of Pretreaters for OxiClean. The line of products is best in class and is all about total performance superiority, tackling the toughest dried-in stains, and designed with several different types of special stain-fighters. Now, Max Force is in your hands Tongal, and it’s time to show consumers how whatever stain it is, from whatever stage of life you’re at, Max Force can take care of it.

Check out more details below…

The goal of this project is to create an engaging and relatable 30-second Video featuring OxiClean’s Max Force Pretreaters as they fight the different kind of stains that you might encounter at any stage of your life. The Video should show a demonstration of the different Max Force products and highlight their unique benefits. Also, while there is a clear life stages theme to this Video, you should think about creative ways of addressing that without being too straightforward. Elevate and evolve the theme and turn it into something special.

It’s also important that you avoid the infomercial-style demonstrations that OxiClean has done in the past. You should capture the personality of the brand, and incorporate a clear demonstration of the product working on clothing, but imaginatively weave the theme into that.

*Filmmakers – this includes Storyboard and Script Approval, as well as Casting Approval. The Pitch Winner will be required to send Storyboards and a Script for the Max Force team to review before filming.  You will also be required to present several casting options for each of the lead roles in your spot, along with your recommendations.

*NEW NOTE FOR FILMMAKERS IN THE PITCH PHASE: Please note the three products below and the stains that they're ideal for, as inspiration for your life moments in Pitches.

• Max Force Gel Stick - Grass, Chocolate, Perspiration, BBQ Sauce, Mustard
• Max Force Trigger (Spray) - Blood, Spaghetti Sauce, Chocolate, BBQ sauce, Mustard
• Max Force Foam - Works very well on tough greasy stains. Cooking oils, Food Grease, Butter.

--Key Marketing Messages:

• OxiClean Max Force tackles the toughest dried-in stains!

--Key Takeaways for the Audience:

• The Max Force Pretreaters remove my toughest dried-in laundry stains at every life stage.
• I can count on this product to remove stains I have no matter what I’m dealing with.

--Executional Mandatories:

• You must clearly communicate the product benefits through a stain removal demonstration. 
• End with family shot of the Max Force line:

o   Max Force Foam

o   Max Force Spray

o   Max Force Gel

• Must be relatable to millennial parents with kids in the home
• Must follow product use instructions provided by C&D

--What to Avoid:

• Just because we mentioned tailgating, dinner parties, baby food, and sweaty jerseys, doesn’t necessarily mean any of that should be incorporated into your Ideas or your Pitches. Those are just some examples, and you’re more creative than we are.
• You should not use the infomercial format or any kind of pitchman imitator similar to Billy Mays or Anthony Sullivan.
• You should avoid obviously similar messaging to competing products like Shout or Resolve, as they’d like to create a unique modern message that still identifies with the OxiClean brand). For example, avoid:

o   https://www.youtube.com/watch?v=psQEf0vD47c

o   https://www.youtube.com/watch?v=mxVJbKuE9hY

--Brand Personality:

• OxiClean Max Force is Tough. Safe.  Effective.  Straightforward. It always delivers or exceeds expectations.

--Tone: Entertaining, engaging, modern, clean, innovative, and relatable, with a voice that reflects their brand personality.

--Target Audience:

• Busy Moms (25-39) with 2+ children.  Her family keeps her busy and active.  Stains are a natural part of her life (specifically food and drinks, grass, mud and grease), but her appearance and that of her family is very important to her; so clean clothes are a high priority. She wants her children to look and feel confident.

--Casting Considerations:

• This should be relatable to the different life cycles involved in the winning Pitch, so a separate casting run-down will be provided to the selected Filmmaker. Generally though, talent should appear happy & content, and well put together, as OxiClean consumers are proud of their appearance, and believe their children’s appearance reflect themselves.

--Exposure: The video will live on YouTube, Facebook, and the OxiClean Website, and will likely also be pushed out to retailer websites as well.

--Product:  OxiClean Max Force products will be provided to the Pitch Winner.

This Project will be worth a total of $21,000 and consists of 3 Phases: an Idea Phase, a Pitch Phase, and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: IDEA – Tell us your Idea to demonstrate OxiClean MaxForce Pretreaters in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  As always, Ideas should be clever and engaging.  The 2 winning Idea creators will receive $250 each and a 5% one-time residual payment for the Video based on their Idea. (That means if your winning Idea is the basis for the 1^st Place Video, you will receive $825 total) – see Video Phase Payout details for more information.

PHASE 2: PITCH - Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on the winning Idea from the previous Phase using: 

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.

• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• Script (Optional): This should include dialogue from the video you intend to create.
• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.

• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.

• Treatment (Optional): A detailed narrative description of what's going to happen in the video. 

• Pitch Video (Optional): This is your opportunity to show us what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatics, etc. are welcome.   

*NOTE: Though Script, Storyboard, and Headshots will be required of the Pitch Winner, they are not required here. That said, you may feel free to include them in your Pitch if that is helpful towards understanding the Video the you intend to make. 

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, that filmmaker will receive $9,000 to help create the Video.  Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED payment in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $11,500 (subject to deduction for one-time 5% residual payment to eligible Idea winners). For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.    

PHASE 3: VIDEO – The Winners of the Pitch Phase will create a 30-second Video which is due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

--Video Phase Payout: The Winner of the Video Phase will earn $11,500 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

--Music:  Tongal has partnered with two premiere music providers: Audioblocks and Epidemic Sound . Any of which can be used to source music for your Video submission to this Project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.  

--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won, up to $500 per place. Check out more about our Referral Program in FAQ.    

1. The Videos MUST not exceed 30-seconds in length. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

8. Videos must be in the English language or subtitled.

9. Limit 5 submissions per member, per Phase.

10. You must be at least thirteen (13) years or older to enter.

11. In the event that fewer than 50 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

12. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.

13. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a photograph/headshot  OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your prize.

15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.