Viva shower wipes ad uses sulky teen theme
This weekend, Kimberly-Clark is to launch a TV campaign for Viva Shower Fast Wipes. The spot, which is targeted at mothers and women aged 25-55, plays on the idea that the wipes are so effective, even a sulky teen would make light work of cleaning a shower.
The TV ads, created by JWT Sydney, will be supported by Viva’s sponsorship of Seven’s Better Homes and Gardens, which is hosted by Joanna Griggs and Tara Dennis.
A consumer promotion will run on the programme, and on the Mix FM radio show.
The broadcast work will be supported by a word-of-mouth component: 25,000 mums will be given the opportunity to trial the wipes in 1700 demonstration sessions across the country.
The campaign also features an online partnership with kidspot.com.au, online ads on Yahoo 7 and Plus 7, as well as magazine advertising, point of sale, in store demonstrations, sampling and a live trade show in Sydney which hopes to attract over 35,000 visitors.
Credits:
- Client: Lisa McKee, marketing manager, Kimberly-Clark
- Creative agency: JWT Sydney
- Creative director: Angus Hennah
- Art director/copywriter: Michael Malherbe, Laurie Geddes
- Production company: Exit Films
- Director: Darren Ashton
- Post production: The Editors
- Media agency: Mindshare
I particularly like the look the Mum gives her teenage son. You never really see it in the real-world, but you see it in ad-mums all the time. Kid or dumb husband does something stupid, and out comes the scripted “soft smile/eye roll” which portrays a loving amount of fed-upness that is at once both cliched and completely unrealistic.
The fact that she reprises the exact same “soft smile/eye roll” at her husband when he stupidly assumes the son didn’t clean the shower properly just adds to the appeal.
I think if I see one more “men are irredeemably stupid, women are wise and patient” moment in an Australian ad ever again, I’ll pluck my eyes out with an oyster fork.
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