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Just for fun, the Kaleidoscope team will provide individual impressions of a current marketing campaign. We will use the following rating to assess the work. Please let us know if there is a specific campaign you would like us to rate.
The Good – something to be proud of – we couldn’t have done it better!
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively rancid! |
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Campaign:
Swiffer TV Commercials
Venue:
National Television
Date:
Current |
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Yvette’s Critique:
Rating: Ugly
Will there ever be an end to the
“stereo-type” advertising out there? Can our
peers not come up with something more
entertaining, with impact? Come on fellas
out there in advertising land… pull out of
that comfort zone… It must have been guys on
that creative team… the dumb, bimbo
girlie-dish whirling around her house like a
lunatic only to be “caught out” by her (way
cool) teenage daughter who I’m sure hopes to
hell that advertising changes when she’s in
her 40’s – and look out as the man is
depicted (yet once again…) as some
half-brained dolt who has just discovered
house cleaning…. Hmmmmmm come on guys – do
something better! PLEASE!!
I know the challenge here…. Swiffer – sell
new idea – not really all that necessary to
add to the rags and multitude of products
offered to consumers today… why not throw in
an expensive rag idea? With rag comes bad
advertising…. That’s about all I have to say
about that. |
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Kate’s Critique:
Rating: Good
The Swiffer commercials have had a bad rap
but I really think they are fun. This is
actually a commercial that made me try the
product and I have to admit - I love my
Swiffer duster!
In the first commercial, you see a woman
dancing/dusting to the sounds of Devo’s
“Whip It”. Then, cut to a group of women
having tea and you realize that she is
dusting her friend’s house. OK – so I’m not
about to clean my friend’s house (sorry,
Yvette), however, I do relate to this ad -
this could be because I am a fan of the
music or that I totally identify with having
some great music on while doing the
thankless job of housework.
In the second ad, you see a man dusting and
being amazed at the ease of use of the
Swiffer duster. At the end of the
commercial, the camera pulls back and
reveals…this is a crime scene and he has
efficiently removed all the evidence.
Normally, this type of “you’re an idiot”
ending irritates me but I find it unexpected
and fun - a clever homage to the number of
crime scene shows on the air these days. The
twist at the end makes it more memorable and
achieves a better retention rate.
The Swiffer brand is promoted through an
interactive website - www.swiffer.com, that
shows you where in your home you can use a
Swiffer and a video that shows how to
properly fluff your duster. In addition to
the promotional materials, there is a
section on the site that promotes women who
give back to their community. Nominees for
“Women of the Year” are a combination of
mothers, entrepreneurs and businesswomen.
Love the commercial – love the product…I can
even get my kids to dust! |
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