Mr. Clean for Proctor & Gamble Global

The Cleaner of Your Dreams

P&G had bought airtime for Super Bowl LI and challenged all brands in the home care category to propose an idea worthy of the opportunity. We knew we had to do the unexpected to have a chance. Sexy, was not a word or feeling that cleaning typically evoked, but knew that it was the perfect way to get the iconic Mr. Clean to finally get ‘dirty’. The strategy followed, gender imbalance in cleaning within the homes of America, and this was the perfect insight to build the campaign around, with the biggest audience to deliver it to.

This campaign was in the top of share for all brands at Super Bowl LI and ranked #4 on the US today Ad meter. It received media coverage across all the major networks and late night shows pre-game, with Ellen even creating a spoof spot. The campaign also was recognized with the Grand Prix at the Ogilvy awards, and also was the top-ranked commercial at the 2017 game according to the Kellogg Super Bowl Ad Review.