Mum helps son clean student flat in Scotch-Brite New Zealand’s latest campaign via BrandWorld
Scotch-Brite has launched three new TVCs featuring its Heavy Duty Scourers, Dishwands, Thick & Tough Antibacterial wipes via BrandWorld.
In 2017 3M New Zealand commissioned the production of 3 x 15 second television commercials with the concept being around a concerned mother who sees an online photo of a very messy kitchen in her son’s student flat. She’s decides to surprise clean the kitchen using Scotch-Brite products. Viewers get to see and hear the student’s surprised reactions when they return back to the flat.
Says Jarren Kumaran, NZ Scotch-Brite product specialist: “Scotch-Brite has been a respected brand name in New Zealand for a long time, and following the success of the 2017 TVC campaign we have invested additional funds towards the 2018 campaign to increase brand awareness and remind consumers about some key product messages. We also felt it was important to increase support for retailers and help them grow the category”.
Says Craig Murphy, senior brand manager, Scotch-Brite ANZ: “The campaign ads get some key product messages and brand awareness across in a concise, clear and humorous way.
“Our media investment includes prime spot placement on TV1 and TV2 television giving us higher levels of reach. We expect this, coupled with NZ Herald online advertising support, to drive increases in brand awareness and product consideration.”
The inclusion of #CleanFeelsGood in the commercial links in with the global use of #CleanFeelsGood by Scotch-Brite, and makes it easier for people to find, follow, and contribute to a conversation about how clean makes people feel good.
Campaign Title: Student Flat Nightmare
Creative Agency: BrandWorld
CD/Director: Glenn Jameson
Senior Account Manager: Lucy Malcolmson
Head of Production : Rachael Weaver
Production Company: Moonshine Films
Client: 3M NZ Ltd
Senior Brand Manager: Craig Murphy
Product Marketing Specialist: Jarren Kumaran
5 Comments
Just watched your ad with the mum cleaning up her adult child’s uni flat. Disappointed with the msg to be honest. If she had given her son and his friends the products to clean it himself, keeping in mind he is grown up and no longer lives at home, that would have been much better
Thank you Susan. Totally agree. 3 out of 3 children started university.. 2 finished.. Never cleaned their flat ever. Adulting.
Horrified by the latest sexist ad with Mummy coming in to clean up her lazy son’s flat. What kind of message is this. So 1950’s and so wrong!
Embarrassingly outdated sexist ad. Bet it was the brainchild of a middle aged man.
This is the first time I’ve ever publicly commented. I was horrified at how sexist this ad was. Get with the times. I’ll be avoiding this brand going forward and be sure to raise this with friends and family.