Easy Off Bam launches new ‘Cleantertainment’ television spot in Australia via BETC Paris

In a dramatically different approach, Easy Off BAM, has this week launched an exciting, fresh marketing campaign in Australia entitled ‘Cleantertainment’ via BETC Paris.

Already launched in several European countries, the campaign has launched online in Australia and will be supported across digital, social and PR.

WATCH THE SPOT

Starring award-winning US dancer, director and actor Daniel Cloud Campos aka The Cloud, BAM’s content-driven campaign is a new direction for the RB (Reckitt Benckiser) brand that has already seen its hero video launch to global acclaim overseas, with over 8 million views to date across the world.

Says Paolo Zotti, marketing director at RB Australia: “Who said cleaning is a chore? This new campaign is all about injecting some entertainment back into our marketing and making our content exciting while still showcasing the power and uniqueness of BAM. That’s where Cleantertainment has come from, and we’re excited about how Australian audiences react to this new direction.”

With the aim of making the subject of cleaning compelling and well, entertaining, the campaign features The Cloud cleaning the interior of a mechanic’s garage while dancing to a high-energy re-orchestration of the iconic Flashdance music; She’s a Maniac. 

Easy Off Bam – known as Cillit Bang overseas – launched in Australia in 2005 where it has established itself as a household name with tongue-in-cheek adverts featuring the infamous Barry Scott, alongside a focus on power and making cleaning easy and fun for the everyday Australian.

This campaign is a step away from the infamous advertisements featuring Barry Scott, The famous strapline “BAM! And the dirt is gone’ will also be replaced by ‘Easy-Off Bam. So effective, it almost makes cleaning exciting’.

Says Zotti: “In the past, BAM has always been about communicating its superior efficacy in a clear and distinctive way. We’ll still be doing that with this new approach, but in a fun and entertaining manner. There’s so much choice in the Australian market in 2016 that just didn’t exist 10 years ago, so we recognise the need to do something differently to re-connect with our audience. We hope that this approach might even inspire them to put some fun into cleaning themselves.”

The campaign launched online in Australia on 24 April 2016, and will be supported with market-specific content and amplification across digital, social and PR.

Director: Michael Gracey