Mr. Clean
Who created this message?
This message was created for Procter & Gamble for the Mr. Clean Magic Eraser product. Procter & Gamble is a billion dollar consumer products company located in the United States. P&G has used Mr. Clean as a brand and as a mascot since 1958.
What creative techniques are used to attract my attention?
The product is called Mr. Clean Magic Eraser so it’s fitting that a magical component is used in the advertisement - Mr. Clean magically appears out of thin air. Who wouldn’t want someone magically appearing to help clean the toilets?!? Also, the bathroom is a 5-piece, white-tiled room. I can see a tree from the bathroom window so I’m assuming the house is a big, suburban house. I want a bathroom (and probably a house) that looks like that!
What viewpoints or world views are included or left out of this message?
The video starts with mom looking helplessly around the bathroom. All of a sudden, a muscular male (Mr. Clean) swoops in to help the lady in distress as she’s looking at her bathroom in frustration. Not only is there a male savior, this video is very much leaning into the gender stereotype that women are the cleaners in the house. Mom is alone in the room, cleaning. The kids and father show up later to give mom their approval of her job well done once everything is sparkling clean.
How might different people interpret this message differently than me?
I’m sure that some people really like or relate to this message of the mom staying home to clean the house. Looking through other clearing advertisements, this seems to be a typical ad. I think this ad would be a lot more inclusive if it showed a variety of different family structures and housing environments with all the family members pitching in to clean their respective spaces.
Why is this message being sent?
Most people have some sort of cleaning supplies in their home and/or at work. It’s a huge business but there are thousands of competing cleaning products. Having a mascot (Mr. Clean) is a way for people to remember the product and hopefully to purchase it from among the hundreds of cleaning products at the store.