For years, Hefty has been synonymous with strength. And for years, the brand took that pretty literally. But in the year of our lord 2024, we’ve all come to appreciate that there are countless types of strength – cue Hefty 2.0.

For this campaign, we showcased different trash-adjacent scenarios that highlight strength in its many forms – bravery, grit, determination, and yes, super strong trash bags. Because when life is life-ing, even basic tasks like taking out the trash call for mental, physical, and emotional toughness. Plus a little John Cena backup.