'Runway' winner Christian Siriano now making cleaning sponges

Posted on Fri Jun 25 2010


Who says the winners of Project Runway don't go on to have illustrious careers? Case in point is Christian Siriano, the spike-haired twiggy boy who singularly launched the "fierce" craze and then proceeded to drive it into the ground by season's end. He's now designing household cleaning products! In collaboration with 3M's O-Cel-O, he's giving "a fierce makeover" to the everyday scrub sponge (the marketers' description, obviously not mine). There's a "Clean With Style" contest attached, in which consumers can win a trip to New York's Fashion Week in spring 2011 to hang with Siriano backstage and ostensibly quiz him on his foray into absorbent products. This is Siriano's third high-profile design project following a line of aggressive stilettos at Payless and a gift card at Starbucks (which, by the way, had a lovely charitable overlay that put ill youngsters in designer duds). At least his heart's in the right place. Not sure where his brand-building chops are, though.

—Posted by T.L. Stanley

Tide to Go cleans up your lovely gray sweatpants for a night out

Posted on Tue May 11 2010

I live in New Jersey, so the idea of going out for a night on the town in sweatpants isn't all that exotic. Yet in this ad for instant stain remover Tide to Go, agency Saatchi & Saatchi mines the concept for comic possibilities with some success. Two guys (one a dead ringer for Eric Bana) dressed up for some clubbing give their friend some grief over his sartorial choice. But in a move that offers encouragement to slovenly guys everywhere, Sweatpants Man stands his ground, insisting they're "sweatslacks." He does, however, concede that an unsightly stain on the pants is egregious, leading to a showcase of the product (which appears to have magical properties). I take issue, however, with the tagline, "Style is an option. Clean is not." Isn't it better to wear a stained suit than a clean pair of sweats? Outside of Jersey, I mean?

—Posted by Todd Wasserman

Dawn makes oily wildlife shine. Imagine what it does on dishes!

Posted on Wed May 5 2010

How much Dawn dishwashing soap does it take to clean up an oil spill of Ohio/Puerto Rico/Exxon Valdez proportions? Procter & Gamble is about to find out, continuing what I rate as one of the heart-tugging-est programs any marketer's ever done. Working with two wildlife groups—the International Bird Rescue Research Center and the Marine Mammal Center—P&G will use boatloads of Dawn to clean up the wildlife soaked by BP's horrific Deepwater Horizon spill in the Gulf of Mexico. The company is stepping up deliveries from its Kansas City manufacturing plant. Get ready for the sight of adorable otters and dolphins getting scrubbed clean with dishwashing liquid. Never fails to put a lump in my throat. Yeah, I'm a softy when it comes to animals, but this program, which actually does stretch back to the Exxon Valdez, brings out the best in the marketer and the brand. And just imagine what it can do for your crusty dinner plates!

—Posted by T.L. Stanley

Sure, Pine-Sol cleans, but it can also satisfy your wildest desires

Posted on Wed Nov 4 2009

There's a bunch of books out in a series called Porn for Women that show attractive men doing things like vacuuming and saying things like, "Oh look, the NFL playoffs are today. I bet we'll have no trouble parking at the crafts fair." If you find that hilarious, you're likely to go for these new ads for Pine-Sol from DDB's San Francisco office. The one here begins Hitchcock style, showing a woman driving a car along the Pacific highway and pulling into a mansion to find a buff shirtless dude mopping the floor (with Pine-Sol, of course). The fantasy aspect is compounded by the fact that the Pine-Sol lady, comedian Diane Amos, is quite zaftig, so when she plops down on the bed of roses and Pine-Sol bottles, it's a bit different than when, say, Mena Suvari did the same thing (sans Pine-Sol) in American Beauty. In another spot, Pine-Sol is presented as a sort of aphrodisiac. "That's the power of Pine-Sol, baby," says Amos. If that's the case, I'll steer clear of it.

—Posted by Todd Wasserman

Dawn still helping animals two decades after Exxon's big oil spill

Posted on Tue Aug 11 2009


We can't get over how cute the animals are in this new Dawn campaign, which resurrects the brand's positioning as tough enough to be used on grease yet gentle enough to help clean wildlife animals caught in oil spills. (Dawn was indeed used to de-grease otters after the 1989 Exxon Valdez oil spill.) The Procter & Gamble brand is running the print and online ads, via The Kaplan Thaler Group in New York, to help raise $500,000 for animal rescue groups.

—Posted by Elaine Wong

Use Downy, and weirdos at the laundromat will sniff your boxers

Posted on Tue Aug 11 2009

If you're teetering on the edge of perverse, Procter & Gamble's Downy will push you over to the dark side. In this Spanish-language spot for the fabric softener, via Wing in New York, a man in a laundromat is drawn to the Downy Ultra scent wafting over from the guy next to him. He walks over and takes a deep sniff of the guy's boxers, but soon learns, much to his chagrin, that the shorts owner hasn't put them through the wash yet. "Long lasting scent," says the copy. I'm not sure why he would have felt more comfortable sticking his nose in someone's clean underpants. In the aftermath of this, I assume the guy either cleaned his nose with industrial-strength cleaning solution or discovered his true calling as an underwear thief. Regardless, he has Downy to thank.

—Posted by Elana Glowatz

Looks like the Roomba really does clean every inch of your room

Posted on Tue May 12 2009


The central question that those of us who don't own a Roomba robotic vacuum cleaner have often wondered: Does it really clean the whole room? Now, thanks to a personal project by signaltheorist.com, we have our answer: Hell yes, it does. Here's the explanation from the site: "I set up a photo camera in my room, turned out all the lights and took a long-exposure shot of my Roomba doing it's thing for about 30 minutes. The result is a picture that shows the path of the Roomba through it's cleaning cycle, it looks like a flight map or something. It really hits every spot!" It's certainly a better advertisement for the product than this old commercial.

—Posted by Tim Nudd

Clorox brand name is suddenly a slang term for extreme hunger

Posted on Thu Mar 26 2009


Here's an example of a situation no marketer would want to be associated with: In Haiti, there's a new slang term for extreme hunger: Clorox. Also known as "battery acid," a Christian missionary in that country describes it as "a famine that leaves their mouths white and dry from hunger, like powdery Clorox, and leaves their intestines feeling like they are being slowly eaten by battery acid." The term has been around since at least last June, when the AP wrote about it, but it's getting a big push from Ben Schott's Schott's Vocab, a new New York Times blog that cited the term today. Though Clorox the brand has absolutely no cause to address the situation, it might be a good idea to send some aid down to Haiti anyway. Might be a good idea for anyone else, too. Here's one way.

—Posted by Todd Wasserman

Windex works great, particularly when there's no glass involved

Posted on Tue Mar 17 2009

The cleanest clean you can get in this world is the invisible, see-nothing kind of clean. That was the thinking behind this ambient campaign for Windex, which recently held a one-week, outdoor street campaign on Chicago's busy Michigan Avenue. Workers dressed in white cleaning suits etched with the tagline "Glass so clean it's invisible" performed improv cleaning routines in the middle of streets, on sidewalks and outside stores, all in an effort to get consumers thinking of the S.C. Johnson brand. Instead of organizing cleaning demonstrations around panels of streak-free glass, the team left it pretty much up to the imagination, by scrubbing away at, yes, thin air. (Draftfcb in Chicago handles the Windex account.) The whole effort resonates with the clean-freaks here at BrandFreak. Argh ... just saw a spot on the monitor!

—Posted by Elaine Wong

You have to accept that you'll never be as awesome as Mr. Clean

Posted on Fri Feb 27 2009

He's bald, and he's bad. Who wouldn't be jealous?
  A pair of new commercials from Grey, New York, feature various second-string cleaners bad-mouthing Procter & Gamble's Mr. Clean from the safety of a supply closet. In the first spot, they turn green with envy over Mr. Clean with Febreze. "Hey, world, he cleans great, and he helps eliminate odors, too," one bottle says sarcastically. "Oh, wow," replies another. "He's like a guy that's, like, a good actor but then he's also a musician, too." In the other spot, the peanut gallery is flabbergasted by the Mr. Clean Magic Eraser: "Dude, dude, he's got these, like, micro-scrubbers," one spray bottle remarks. Another has teardrops welling up at his nozzle at the end.
  Michael Collins, creative director on the Mr. Clean brand at Grey, says the cheeky humor is meant to loosen up the brand's stiff image, in a departure from the classic old product demonstration ads. "Rather than hitting women over the head, we wanted to go ahead and delight them and tickle them," he says.

—Posted by Elaine Wong



search Brandfreak


Enter your email address:

Delivered by FeedBurner