What makes this commercial so interesting is that they are shying away from the traditional, squeaky clean image of the navy seal inspired mascot. Instead, they have re-introduced Mr. Clean in the digital era with a sex appeal like no other cleaning product on the market place.
Playing off the success of recent films such as Magic Mike and the 50 Shades of Grey series, we see a brilliantly created spot of what one could only imagine as simply tongue and cheek. Leo Burnett Toronto agency was behind the story boards for this 30 second spot, where Mr. Clean comes to life as a desirable hunk for a day dreaming woman named Sarah. We see a mini-romance unfold, playful sexual desires quenched and even Sarah’s actual real partner becomes more desirable after he finishes cleaning.
Mr. Clean’s Intended Target Audience
While the Super Bowl has a large male viewing audience, this commercial takes aim at the characteristics of what a female likes in a man. Mr. Clean in particular portrays a few of these qualities. He’s depicted as masculine, attractive, sensual, he can dance and the big kicker here…is that he cleans. The idea that a man is sexy when he cleans, is one of the messages you get after you view this ad. While the target demographic looks to aim at homeowners particularly women, the ad also identifies to men as well. They too can become desirable in their spouse’s eyes if they start using a Mr. Clean product.
Overall, it was a great strategy for Procter and Gamble to go in this direction. It was also another great idea to release this ad online 10 days early before the actual Super Bowl game to help build the buzz. The clip has already surpassed 10+ million views on YouTube, it will be interesting to see if these views can translate into product sales in the long run. While there were other memorable and bigger budget ads like Wix, the Mr. Clean commercial is fun, playful and memorable. I did a brief presentation on this ad a few days before the actual clip aired at the big game, you can check out the slides below.
Whether we are on our desktop computer, laptop or mobile smartphones, we are subjected to numerous advertisements on a daily basis. It is in our e-mails, strategically positioned throughout our social media accounts and just about everywhere you can think of. Offline it is still prevalent. Driving to work and you see that billboard on the right hand side? Check. Going to the washroom and using the urinal with a smoking ad right within your eye sight? Check. Digital ads are no different, as the billion dollar industry is embracing technology and doing their best to capture our attention spans.
But let’s look at the facts…Many of us hate the constant bombardment of advertisements that are placed on our screens. Here are some interesting stats and figures that compliment this sentiment:
– The average click through rate of display ads across all formats and placements is 0.17%
– Ad blocking grew by 41% globally in the last 12 months
– There are now 198 million active ad block users around the world
– A study revealed that only 2.8% of participants thought that ads on website were relevant
– About 60% of clicks on mobile ads are accidental
– 54% of users don’t click banner ads because they don’t trust them
– 33% of internet users find display ads completely intolerable
Digitial Ads are Annoying?
Clearly, there are a lot of bad digital ads that waste our time. They can simply desensitize us, that program our minds to make ads a mere afterthought. Marketers who constantly try to get our attention often fail because…they simply alienate us. Who here is sick of Retargeted Advertising? (Put your hand up wherever you are reading this post!). It is no secret that we as consumers will use the internet for research and opinion. But the fact remains that we are however, more likely to talk to someone for actual feedback on a product or service. This traditional word of mouth marketing approach has more validity in shaping our purchase decision.
Having that said, if advertisers are going to get our attention on social platforms, let’s take into consideration what is essential in building presentable digital ads on a network such as Facebook:
What Makes a Compelling Digital Ad?
Here are some good characteristics that define a successful ad:
– Click through (Is it worth you finding more about this ad?)
– Engagement (How interested are you in the ad?)
– Conversion (Will this lead you to a purchase?)
– Stop power (Did this really grab your attention?)
An emerging trend in digital media that caught waves this past year is Live Streaming. We have seen companies like Periscope, Meerkat and Facebook Live tap into this growing phenomenon. While this medium is still in its infancy, I believe it will be a larger player in 2017 as a popular story telling platform to watch out for. In our current society, we want things done in real time…where we can absorb and digest visuals with minimal thinking. Live Streaming serves this purpose for the business user and personal end.
Live Streaming is a great businesses tool for a variety of reasons. It allows consumers to see some of their favourite brands from a behind the scenes point of view. Whether they are on location at a trade show for a product launch, companies give viewers unprecedented access, making you feel like you are part of the brand. Using live video keeps users hooked into the product and up to date with all the latest happenings.
Live Streaming covers everything.
From a personal standpoint, we have seen just how popular Live Streaming can get. The 2016 U.S. Presidential debate was the first of its kind to include this technology. This past fall, Facebook Live alone garnered unprecedented 55 Million views in the war of words between Donald Trump and Hillary Clinton. Live video just isn’t about celebrating birthday parties or showing your babies’ first walking steps with your followers. All realities of life are broadcasted. This was highlighted by Diamond Reynolds’ horrific post visual of her boyfriend Philandro Castile being shot four times by a police officer, raising the problems of racial tensions in America.
Overall, I believe we will see an increased amount of Live Streaming in 2017. More companies will emerge through this platform and take advantages of the benefits it can offer. It is a growing medium for companies to generate product awareness, potential video ad revenue and reach new audiences.
How to keep up with all these trends?
In terms of how I will stay relevant with constant changes in the digital sphere, I intend to stay glued to my smartphone. Mobile has taken over desktop, and it is truly the central hub on how we connect with everyone. Whether it’s checking the weather at breakfast, Shazaming that song on the radio, or simply connecting on multiple social media platforms, all the latest apps simplify my time when I’m on the go. Believe it or not, I will also rely on the Facebook Trending Topics section of their site. Since I’m on there all the time, I am also getting information on what’s going on with the rest of the world.
I will also continue to stay engaged with influential blogger and established websites, who continue to keep me up to date with the latest developments in technology. Content marketing still interests me, and reading up on the latest happenings is a major key. In terms of Live Streaming, I definitely see the value in it and will push to become more comfortable in using this platform. While we can take 12 pictures of ourselves and select the best one to publish, live video is one continuous shot, so all angles of you are off limits! With that being said, check out my infograph below that I created with Canva on how to stay on top of emerging digital trends.