Ever want to wipe all those distracting graphics off the bottom half of your TV screen and just, you know, watch the show? Adrian Monk feels your pain. During a Monk marathon this past weekend on USA Network, the obsessive-compulsive detective "sanitized" the screen with the help of an animated vacuum from sponsor Hoover. Clean Screen Day happened on Sunday, but it continues all week with Clean House Week, as the neatnik trick is applied to prime-time airings of the medical drama House on USA. That guy's real clutter-conscious, too.
The integration deal is the latest push for Hoover's new Platinum Collection of dirt busters, which apparently work great on gratuitous promos tossed around the TV screen. (How are they with hairballs?) I've already had the marketer's current "Clean freaks rejoice" campaign in my crosshairs for its misuse of the classic Etta James love song "At Last," reimagined as an ode to housekeeping. (That's the one of the TV spots shown here.) But the Monk tie-in seems like one of the most logical around, with a no-mess execution that makes it fun and useful. (You can even go to the Web site and Hoover up some computer-generated crud, if you're so moved.) In other words, the whole deal sucks. But it doesn't.
—Posted by T.L. Stanley