Brandweek, September 08, 2008

Mr. Clean Gets Down, Dirty In Magic Eraser Ads

Procter & Gamble's iconic cleaning genie gets into the action to help show the benefits of the Mr. Clean Magic Eraser.

The latest Mr. Clean ads will show him doing something new: cleaning.

In a departure from the brand's 50-year creative history, ads airing this fall show Mr. Clean—who formerly took a hands-off approach—scrubbing away dirt from stoves, countertops and floors with the brand's Magic Eraser cleaning product. A 30-second TV ad running through December opens with Mr. Clean cleaning alongside a busy mom. Tagline: "Why reach for a spray? Erase it away with the Mr. Clean Magic Eraser."

The repositioning is part of Procter & Gamble's strategy of using Mr. Clean to present the Magic Eraser as a first line of defense against stains. The spots declare the Magic Eraser "cleans three times more grime per swipe than the leading all purpose spray." Grey, New York, handles.

The effort comes after P&G research revealed that 80% of Magic Eraser users paired it with another cleaning agent, such as a liquid solution or spray. "We wanted to show Mr. Clean as their partner in cleaning. He's got a great tool for you to use. And he's not here to tell you what to do, but to do it for you," said Mr. Clean assistant brand manager Becky Godlove.

Gary Stibel, founder of The New England Consulting Group, Westport, Conn., said the ads are a good way to update the brand:"Mr. Clean, like Old Spice and Oil of Olay, should have died and gone to heaven. These are old brands that were created for the '70s, and Procter, in each of these cases, is making them relevant to the 21st century. Al Ries, chairman of Ries & Ries, Roswell, Ga., agreed. "There's no question that involving the Mr. Clean character in the actual cleaning process is a good idea. What's the point of having the character stand in the background and just smile?"

Ads, which aired on broadcast TV last week, will be refreshed this Friday to promote Mrcleaneraseit.com, which goes live Sept. 18. The site will offer a $3,000 spa getaway sweepstakes and a forum where users can share their Magic Eraser moments. P&G spent $98 million advertising Mr. Clean in 2007, excluding online, per Nielsen Monitor-Plus.