Hoover cleans your screen of annoying bugs, snipes and crawls

Posted on Tue Apr 7 2009

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

Hoover ad sucks the life out of classic soul tune

Posted on Tue Feb 24 2009

Hoover_vacuum There's a new entry on the ongoing list of egregious misuse of famous songs as TV ad soundtracks. The Etta James classic, At Last, now describes the joy at finding not a soul mate but a Hoover Platinum Collection vacuum cleaner. The campaign, dubbed Clean Freaks Rejoice, marks a return to TV for the marketer, with ads from The Martin Agency. The spots include images of neatniks looking longingly at the Hoover. Is that funny? Would it help if this poignant jazz standard hadn't been remade recently? Beyonce  sang it in Cadillac Records, a period flick about a legendary R&B label. Since then, despite James' criticism, the pop queen proceeded to beat the song into the ground with a litany of high profile appearances.  President Obama's inaugural parties? Check. The Oscars? Check. It's as overexposed as she is. And now it's shilling household dust busters. Is it as bad as Iggy Pop's heroin addiction ditty, Lust for Life, used as a theme for frolicking vacations on Royal Caribbean cruise lines? No, but it's still just wrong.

—Posted by T.L. Stanley



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