Plenty of women have fantasized about just how clean they could get their house with Mr. Clean. But now, in his first-ever Super Bowl commercial, the P&G brand mascot—and official cleaner of the Big Game—seems to be inviting them to get down and dirty.
On the heels of introducing the real man who won the contest to become the new human face of Mr. Clean, the brand is planning to air a 30-second spot during the third quarter of the Big Game called “Cleaner of Your Dreams.” Leveraging the notion that “there’s nothing sexier than a man who cleans,” the commercial features a woman imagining her male partner cleaning the house as CGI-generated Mr. Clean character.
Only this Mr. Clean is a lot sexier than P&G has ever represented him in the past. In “Cleaner of Your Dreams,” we see for the first time a seductive Mr. Clean who almost literally sweeps a woman off her feet with his come-hither looks and rhythmic floor-cleaning motion—until her daydream is snapped by the realization that the man of the house is doing the cleaning, not the cartoon mascot.
Still, that’s good enough for her. “You gotta love a man who cleans,” says the tagline.
— Mr. Clean (@RealMrClean) January 25, 2017
“Mr. Clean—both the man and his products—has always stood for toughness and versatility,” said Martin Hettich, vice president of P&G Home Care North America, said in a press release. “Mr. Clean is showing off his strong and sexy side, and hopefully even inspiring men across America to pick up a mop and bucket themselves.”
There’s also a social media element to the campaign that features NFL star DeMarcus Ware and invites participants to share a photo of the “cleaner of their dreams.”
Mike Jackson might become the cleaner of the dreams for some of the brand’s fans. He won a contest that Mr. Clean launched last year to find “The Next Mr. Clean,” beating out the audition tapes of hundreds of other entries. The sports marketing practitioner from Atlanta used what the brand called an “innovative and creative take on Mr. Clean’s iconic jingle, his strength, bald head and willingness to tackle any mess.” Jackson won $20,000, a large supply of Magic Erasers, a place in a limited-edition 2017 Mr. Clean calendar, and a role as a sidekick to Ware during Super Bowl week.