Mr. Clean's first Super Bowl commercial, costing $5 million, targets women aged 25-54 with a playful and seductive approach. The ads leverage suggestive themes and music to create a new identity for the long-standing product, aiming to engage homeowners. Early metrics show strong online activity and engagement with the associated hashtag campaign.

2. MR. CLEAN GETS DIRTY?
- Super Bowl 2017 ads cost $5 Million, up from $4.8 Million in
2016
- Television audience for Super Bowl 50 (2016) was 111.9 Million
(Third most watched broadcast in history)
- This is the first time Mr. Clean will have an advertising spot at
the Super Bowl
- Estimated budget to shoot commercial: $11,400
- Produced by Leo Burnett Toronto (Agency)
- Roll out details: 11 second teaser trailer was released on
January 23
- Official 30 second spot released online 10 days before Super
Bowl on January 26
- Projected to air during the 3rd Quarter

3. INTENDED TARGET AUDIENCE
- Homeowners, particularly women in the age demographic of 25 – 34 / 35 – 44 / 45 – 54
- Women who are both single or in relationships
- Women who might feel restless with their sex life
How was this achieved?
- Mr. Clean transforms into a sex symbol
- Suggestive music plays
- Seductive eye contact
- Wet sponge = Quench your desires
- Hand cleaning motions convey a sexual tone
- Woman believes this product can be sexy
- Punchline “You gotta love a man who cleans.”

4. RIGHT FOR THE TARGET AUDIENCE
- Taking an existing product since 1958 and giving it a new identity to the same audience
- Uses playful sexual tones
- Inspired by 50 Shades of Grey & Magic Mike films
Early Performance Numbers
- Online Activity: 5.57%
- Online Views since January 26: 3,810, 307
- Social Actions: 83,323
Hashtag campaign
- #MrClean
- #SuperBowl51