News

Ajax jingle to return with Paula Duncan reprising character of frantic housewife

Colgate-Palmolive is bringing back veteran Australian actor Paula Duncan to front its new Ajax Spray n’ Wipe TV ad 22 years after the first creative went to air.  

Duncan, well known for her roles in The Young Doctors, Prisoner, Neighbours, Home & Away and Mother & Son, will return to star in the ad for the cleaning brand after a six-year hiatus.

She will reprise her character as the busy housewife who is always seen frantically cleaning her house, with a voice over of her singing the Ajax Spray n’ Wipe jingle.

The new ad, which is yet to be unveiled, will air in March. Created by George Patterson Y&R, the storyline will centre around the theme of her daughter’s wedding which suffers a last minute venue change.

The original brief, written in 1987, was executed by FCB (Foote, Cone & Belding) with the goal of driving awareness to the Ajax Spray n’ Wipe brand.

The jingle was derived from the song “Billericay Dickie” by 1970’s English band Ian Dury and The Blockheads, with new lyrics written by the agency to reflect the different storylines in each creative.

The first ad aired in 1988 with the “Real Estate” execution. It set up the now familiar storyline of panic due to unexpected mess or impending visitors followed by a quick and easy clean up using Ajax Spray n’ Wipe.

George Patterson Y&R took over the ad account in the 1990s. It created ads in the series including “Back From Holidays” in 2002 and “Posh Relatives” in 2004.

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing