MR MUSCLE :30 SPOT

The home cleaning brand needed a :30 tv spot for several global markets including Brazil, Mexico, Russia, and Germany. 

THE PRODUCT:

Mr Muscle Total Clean combines the deep cleaning power of a bottled toilet cleaner with the continuous cleaning of a a rim block in one small but powerful strip. 

CHALLENGES:

All concepts need to translate (literally and figuratively) for a variety of global markets. The spot has to work in at least four languages so dialogue was dropped in favor of voiceover.  The depiction of Mr Muscle himself must be consistent with the brand's guidelines and his interaction with Mom, as well as her own portrayal, is crucial for the story's success. With the role of women being quite different across these world markets, the balance of Mom's independence and the focus on her family is a bit delicate.  Mom has to be seen as a busy head of the household and not a helpless damsel who needs saving.  

PROCESS:

Working with a writing partner, several rounds of concepts and storyboards were presented to the client. 

RESULT: 

Staying true to the original vision, Mr Muscle is a partner in the busy life of Mom. There is an engaging narrative but the benefits and uses of Mr Muscle Total Clean shine through. And showing Dad interacting with the kids in the bathroom  subtly enforces that it's not only Mom's responsibility to clean and care for the children.