Hasta La Motion!

Procter & Gamble is running “Cleaner of Your Dreams”, an advertising campaign launched during the 2017 Super Bowl NFL final. The campaign features an animated version of Mr Clean using Mr. Clean Magic Eraser and more in the shower, on the floor and in the kitchen, watched on by a highly impressed woman. Finally Mr Clean morphs back into the woman’s husband to receive her passionate expression of appreciation on the couch. Consumers are invited to share a photo of the cleaner of their dreams via social media using hashtag #MrClean.

Leo Burnett Toronto creative director Heather Chambers explains, “For years, women have done the majority of the cleaning. And even though today, more and more men are sharing in the responsibility, the thought of ‘there’s nothing sexier than a man who cleans’ still resonates for a lot of women”.

“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. “In his first-ever Super Bowl spot, 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”.

Cleaner of Your Dreams Credits

The Cleaner of Your Dreams campaign was developed at Leo Burnett Toronto by chief creative officer Judy John, creative director Heather Chambers, copywriter Mike Cook, art director Mike Sheehan, agency producer Tina Muratovic, group account director Anchie Contractor, assistant account executive Aryana Hassan, account supervisors Spring Morris and Samantha Sabatini, planner Dan Koutoulakis.

Media was handled at Hearts & Science.

Filming was shot by director Martin Werner via Partners Film, Toronto, with director of photography Paul Gilpin, executive producer Gigi Realini, line producer Shannon Barnes and choreographer Toniah Pedersen, and Navigator Films, Cape Town, with executive producer Tina Aguto Talbot and producer Cindy Rodkin.

Editor was Jon Devries at School Editing with assistant editor Rita Ushakova and executive produce Sarah Brooks.

Visual effects were produced at Fort York by Flame artist Paul Binney, Flame artist James Martin, Flame assistant Luke White, executive producer Sam McLaren, and producer Sarah Brooks.

Animation was produced at Against All Odds by animation director Derek Picken and Niklas Rissler, VFX supervisor Bobo Skipper, executive producer Fritte Colliander.

Transfer was produced at Alter Ego by colourists Wade Odlum and Tricia Hagoriles, colour assistant Shawn Zacchigna, producer Jane Garrah, and colour coordination producer Alana Humphries.

Music was produced at Eggplant Collective by producer Rocco Galiese, sound engineer Nathan Handy and executive producer Nicola Treadgold.