mr. clean super bowl 2017 commercial
TRANSCRIPT
MR. CLEAN GETS DIRTY?- Super Bowl 2017 ads cost $5 Million, up from $4.8
Million in 2016- Television audience for Super Bowl 50 (2016) was
111.9 Million (Third most watched broadcast in history)
- This is the first time Mr. Clean will have an advertising spot at the Super Bowl
- Estimated budget to shoot commercial: $11,400- Produced by Leo Burnett Toronto (Agency)- Roll out details: 11 second teaser trailer was
released on January 23- Official 30 second spot released online 10 days
before Super Bowl on January 26- Projected to air during the 3rd Quarter
INTENDED TARGET AUDIENCE- Homeowners, particularly women in the age demographic of 25 – 34 / 35 – 44 /
45 – 54- Women who are both single or in relationships- Women who might feel restless with their sex life
How was this achieved?- Mr. Clean transforms into a sex symbol- Suggestive music plays- Seductive eye contact- Wet sponge = Quench your desires- Hand cleaning motions convey a sexual tone- Woman believes this product can be sexy- Punchline “You gotta love a man who cleans.”
RIGHT FOR THE TARGET AUDIENCE- Taking an existing product since 1958 and giving it a new identity to the same
audience- Uses playful sexual tones- Inspired by 50 Shades of Grey & Magic Mike films
Early Performance Numbers- Online Activity: 5.57%- Online Views since January 26: 3,810, 307- Social Actions: 83,323
Hashtag campaign- #MrClean - #SuperBowl51