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Cillit Bang axes naff ads for BETC’s ‘Cleantertainment’

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?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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