From the archive of The One Show comes this street action for Mr. Clean (in some countries better known as ‘ugly bald guy’ or Mr. Proper). Although I’m against any advertisement on dangerous places like this one, it’s a very recognizable and remarkable execution. Which is probably why it got a merit award for Innovative Use of Media (Outdoor). I think the streets are a dangerous place. I trust myself and a few others, but the other 99% of the people that cross my path are unpredictable and thus marked as potentially dangerous. If there’s one place where you’re not supposed to stand still to wonder what you’re looking at, it’s the middle of the road. This ad is maybe an exception on this general fact because it doesn’t use words but only a clear image and a nice pun. Mr. Clean gets things white. Really white. Almost everyone recognizes the bald hero that delivers a fresh scent, and the statement of the ultra white line on the zebra crossing is clear enough. I wonder if it the smell of lemon or summer flowers was added so you’d have a nice fresh breeze instead of exhaust gasses and smog when you crossed it. Now that would’ve been something.
Art Director: Jochen Heimann
Writer: Marlo Horn
Creative Director: Lars Riebartsch
Agency Producer: Kerstin Novak
Content Strategist: Carsten Huschert
Client: Procter & Gamble (brand: Mr. Proper)
Agency: Grey Worldwide GmbH / Duesseldorf
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June 20, 2006 at 7:00 am
[...] Mr. Clean Road GuerrillaThis ad is maybe an exception on this general fact because it doesn t use words but only a clear image and a nice pun. Mr. Clean gets things white. Really white. Almost everyone recognizes the bald hero that delivers a fresh scent, … [...]
» More White Stripes - Coolz0r - Marketing Thoughts
June 20, 2006 at 3:30 pm
[...] There was something the street guerrilla of Mr.Clean reminded me of. I just couldn’t picture in my head where I’ve seen this before. There was something familiar about the campaign. So I’ve been digging in my collection of guerrilla ads and it turns out Procter & Gamble already played this card in Eastern Europe. The weird thing is, back then it was for oral hygiene (Blend-a-med Whitestrips) and it was deliverd by Saatchi. The ad execution was in Poland. I wonder if Grey Worldwide GmbH / Duesseldorf saw this. I also wonder what P&G thought about this, receiving almost the exact proposal for two of their brands by different agencies. :) The purpose: to find a unique way to build awareness of the unique form of Whitestrips and position them as the most efficient dental whitening product. [...]
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June 20, 2006 at 3:31 pm
[...] vía coolz0r [...]