House Cleaning brand Clorox has come out with new spots and a new brand purpose, which aims to shift the perception of cleaning from getting rid of dirt and mess to how clean can bring about an emotional change.

The ‘Clean Matters’ brand film highlights the change that comes from cleaning – it’s not just about clean surfaces, but about the clearing of the emotional grime we build up in our daily lives, and the intentional shift from what was to what can be, according to a release by Clorox.

“Clean is an idea. It is possibility and potential. It is a new beginning. Clean isn’t just the opposite of dirty, it is the start of something new. We are elevating from a chore to more – from a task to a canvas for what comes next,” it stated in the release.

This is the first Clorox ad featuring real people in their real homes captured in unscripted moments. Four spots feature everyday dirty moments, including a teen cleaning out a messy car to prepare for his big date, a baby picking up a bottle from a dirty floor, messy kids, dirty sinks and a veteran putting on his dress whites. One spot, ‘Newborn,’ shows someone cleaning a sink with Clorox before gently putting a newborn in to get a first bath. The campaign is tagged with "Clean is the beginning. What comes next is everything."

The short film launches during the fall premiere of NBC’s The Voice, with campaign assets expanding to Cinema, TV, Digital and owned channels, plus a social push.