This document provides details on a creative brief for Shamwow towels, including information on the product, target audiences, and proposed advertising strategies. Shamwow towels are highly absorbent towels made of polypropylene that can hold large amounts of water and completely wring it out without losing shape or weight. The brief suggests targeting busy families and commercial workers and promoting the towel's ability to easily clean up spills. Several radio spot scripts and visual ad concepts like prints, bumper stickers, and static ads are included that feature the tagline "Shamwow, this towel's a freak of nature. Removing the biggest spills, requires zero skills."

1. Shamwow Creative Brief
Jennifer Darukhanawalla
Levalle Beloney

2. Product
Shamwow:
An extremely absorbent towel comprised of polypropylene, giving it distinct qualities to hold a large amount of water and
completely wring all the water out without stretching and losing its weight
Advantages of Shamwow:
1. Chemical Resistance: no matter what type of liquid you clean up with Shamwow, the cloth with never react with the
liqud, making it fantastic to wipe up harmful cleaning agents and other dangerous chemicals
2. Elasticity and Toughness: Shamwow will keep its shape and tightness no matter how much liquid you collect. how
tightly you wring it, and how many times you wring it.
3. Easily Cleanable: Shamwow doesn’t absorb the color of the liquid you wipe up, whether its wine or chutney. Shamwow
is machine washable and bleachable.
Shamwow: This towel is a freak of nature. Removing the biggest spills, requires zero skills.

3. Audience
Parents and busy families: This towel is perfect for cleaning up life’s daily messes, whether is a coffee spill in the
kitchen from rushing to work in the mornings, or a juice spill from your increasingly clumsy kiddo. Shamwow is designed
for any and all spills, so go ahead and live your life, Shamwow’s got your back.
Commercial workers: Shamwow is also great for commercial uses. It’s ideal for fast-paced busy restaurants
and their kitchens, because all chefs should worry about is creating art for their customers, not cleaning up messes. It’s
also great in daycare and school settings, and would be the perfect staple in a classroom. It’s also fantastic for use at car
washes and detailing centers, as it absorbs lots of water and leaves surfaces dry and without streaks.
There is nothing this towel cannot face, so there’s no need to replace. Shamwow’s
durability lasts a lot longer than your average towel.

4. Advertising:Shamwow
was originally advertised by
spokesman Vince Offer, who
had a couple of run-ins with
the law, including lawsuits and
an arrest record for battering
prostitutes. Offer’s history tainted
the seriousness of the product,
and turned Shamwow ads into
memes:
Problem With Product

5. Tagline
Shamwow, this towel’s a freak of nature.
Removing the biggest spills, requires zero skills.
Tagline

6. Radio Spots
Spot 1 (30 seconds):
Woman: Honey, can you bring me that special towel we have?
Man: Huh?
Woman: You know that one we bought it a while back, it’s super absorbent and dries almost instantly.
Man: Wow, that sounds cool! Like you say shazam! and everything is dry! Did we really buy these, and not go broke?
They sound like magic.
Woman: YES, we did. Now, can you please go get them for me?
Man: Ok, ok, ok, you don’t have to tell me twice, I’m going.
(Man talks to himself) Huh, these miracle towels seems too good to be true. (opens cabinet, creaking noise plays)
Man: Oh, wow, Shamwow! I guess sometimes, it is all in the name. (yells to wife) I found it!
Woman from afar: Wow, finally! Took you long enough!
Spokesperson: Shamwow, this towel’s a freak of nature.

7. Radio Spots
Spot 2 (60 seconds):
(Rick James’s Super Freak plays in the background)
*Click* Music Stops
Person 1: Is it necessary to play this song?
Person 2: Of course it is. Have you ever used your Shamwow towel to clean up spills? Or how about just drying things in
general?
Person 1: Noooo?
Person 2: That’s what I thought. Now, if I may, I’m going to get back to what I was doing.
*Person 2 starts playing again*
*Click* Music stops playing
Person 2: Can you stop messing with my music?! Here, you know what, let me tell you something. You don’t understand
how amazing this orange piece of fabric is. It’s insane how much liquid this towel can hold. I’m in my right element so
you’d better leave me alone and go get your own Shamwow. Then you’ll really find out what she’s all about.
Person 1: She?
Person 2: THE TOWEL, YOU IDIOT!
Spokesperson: Shamwow, this towel’s a freak of nature. Removing the biggest spills, requires zero skills.

8. Radio Spots
Spot 3 (15 seconds): Super Bowl Party Ad
TV commentator celebrates the touchdown over live broadcast*
*Party cheers in celebration*
Woman: “Oh, no! I spilt my beer all over the carpet when I got up screaming.”
Owner of the house: “It’s all good. Should be an easy clean up!”
*Grabs new Shamwow towel*
Owner of the house: “Should be able to get most of this out.”
*Hear the process of cleaning in the background*
Woman: “Wowww! That’s crazy. Let me see that towel you got. Is this towel a freak of nature or something?”
Spokesperson: Shamwow, this towel’s a freak of nature. Removing the biggest spills, requires zero skills.

9. 24x36 print
Print
Execution

10. Print Execution

11. Print Execution

12. Bumper Ad

13. Static Ad

14. Static Ad