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© 2017 Citizen Relations

The Cleaner of Your Dreams

The Challenge

Make Mr. Clean the undisputed winner of the Super Bowl! Few things are sexier than a man who cleans!

The Message

Things are going to get dirty this Super Bowl, so Mr. Clean is showing guys how to up their cleaning game. Because couples who share chores equally are more likely to have a happier relationship. See Mr. Clean show off his strong and sexy side in his Super Bowl debut :30 spot on the Mr. Clean YouTube page, and tune in on February 5.

The Approach

On January 26, we launched the “Cleaner of Your Dreams” Super Bowl ad with a “TODAY Show” exclusive release and a visit by our Mr. Clean Sexy Dream Team to clean up the “TODAY with Kathie Lee and Hoda” set. We also took the  Sexy Dream Team to Bustle for a Facebook Live session and Good Housekeeping to make sure the seal stayed just as buff as they are. We also surprised New Yorkers and media with the ad AND the abs in Times Square.

Next, Denver Broncos linebacker DeMarcus Ware helped us bring a very BIG and very POPULAR Mr. Clean Super Bowl ad to sports media at Radio Row. Sporting a blue Mr. Clean jacket, DeMarcus let the world know that Mr. Clean was going to the big game in a HUGE way. ​Additionally, three fans agreed to get a Mr. Clean makeover by shaving their heads on the NFL Network’s Good Morning Football to each receive a pair of Super Bowl tickets.

Buzz about Mr. Clean’s Super Bowl debut continued to grow leading up to the game, and captured the attention of many media including Ellen DeGeneres, who parodied the clip on her show as “50 Shades Cleaner” and posted the parody to her social media sites that afternoon, as well.

Mr. Clean used his Super Bowl debut to show his excitement about football and keeping it clean during the game on Twitter. Using a social media war room, @RealMrClean generated some memorable tweets offering advice for other ads and commentary on the game itself.

The Results

  • Mr. Clean was the undisputed winner of the Super Bowl! Having created the “single biggest social media moment in the game” (PR Week), #MrClean trended at No. 1 in the US on Twitter during the game. The USA Today Ad meter ranked “Cleaner of Your Dreams” at #6, Adweek put it in their top 5 and it was ranked FIRST by Business Insider. Additionally, the ad earned 3rd place on YouTube’s AdBlitz.
  • Coverage of the “Cleaner of Your Dreams” Super Bowl ad generated over 8 billion impressions, including more than 122 million uses of the #MrClean hashtag. The ad received more than 15 million views on YouTube (5 million of which were organic).
  • USA Today and Entertainment Weekly both wrote commentary during the game on the brand’s strategic and effective use of Twitter. Good Morning America and Jessica Simpson both tweeted insights about the ad in real-time and  influencers Erin Andrews, Brooke Burke and Julianne Hough posted about the cleaner of their dreams during the game.