Remember Cillit Bang, the Reckitt Benckiser cleaning product synonymous with naff advertising? Maybe intentionally naff – but naff all the same.
Well RB, as it now calls itself, has decided to move the brand up a few notches with its first global campaign, from BETC Paris, featuring Flashdancing Daniel Cloud Campos, a dancer on Madonna’s stage tours (brave man). ‘Almost Makes Cleaning Exciting,’ it says, so still tongue-in-cheek (assuming the original was).
A brave effort, as you’d expect from the ever ingenious BETC Paris. Will ‘Cleantertainment’ catch on? Not sure about that.
MAA creative scale: 6.5.
Here’s an old one featuring Barry Scott. Whatever happened to Barry Scott? Who was Barry Scott anyway?