Cillit Bang proves that idea is nothing without execution. And how marketing is done right.
Great marketing — you can spot it right away.
Ok, let’s say it clearly. This commercial will not sweep you off your feet. The plot is pretty predictable. A guy is left alone with Cillit Bang in a messy car repair shop. His boss throws a dishcloth at him and leaves. And then…well, if you haven’t figured that out yet, see yourself what happens next…
Why is this great marketing?
It’s because of the EXECUTION of the idea.
Reckitt Benckiser (Cillit Bang manufacturer), or rather the BETC Paris agency , turned the commercial into some kind of a mini- musical in which the performance is a combination of dance, acting, music, fun and pretty cool technical aspects.
The selection of the soundtrack is not without importance. More than that, one might even say the lyrics of the song is the scenario.
Just a steel town girl on a Saturday night — the guy is left alone for the night in a car repair shop, full of steel;
Looking for the fight of her life
In the real time world no one sees her at all — and it seems like he is just an assistant mechanic no one really notices and he gets the worst job to do;
They all say she’s crazy — and it’s crazy to think anything can clean the mess.
It can cut you like a knife — but Cillit is so good it cleans anything;
If the gift becomes the fire
All the while you’re stuck between — and being stuck there a while seems like an obvious reference to the temporary state of the car repair shop
What’s will and what will be
She’s a maniac, maniac on the floor — the dance is maniac;
And she’s dancing like she never danced before — and the shop has never looked like a shiny car salon before.
Where is the brilliance in this commercial?
- All the elements of the commercial, even if not noticed consciously by a viewer , play with the audience’s subconsciousness — the lyrics influence the sense of hearing and enhance one’s visual impressions. The dance is maniac which the audience can not only see but hear in the background.
- The well-know lyrics and easy rhythm make you start humming — in other words there is viewer’s interaction and engagement.
- Dynamic action — running, jumping, parkour-ing & spraying the walls two-handedly reminds you of a James Bond movie. Women like it as it proves cleaning is also for men. Men enjoy it for the Bond factor. The commercial spurs feelings — different for those two groups of audience, yet once you touched feelings with your content, you have won. It has.
- It leaves the viewer with the feeling that cleaning can be enjoyable and fun. The longing to finish singing the song (it breaks at some point) can draw a client to the shelf in the store and buy the product out of sentiment. Genius.
Cillit Bang commercial proves that the idea is nothing without the execution. If you have a random idea and can brilliantly execute it, you can achieve huge success. 11 days after the premiere on YouTube it has 1,634,164 views. That’s pretty impressive, isn’t it?
The Making of
