Swiffer Film MUD GIRL by Publicis Kaplan Thaler New York

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MUD GIRL

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Industry Cleaning Products, Detergents & Wood protectors
Media Film
Market United States
Agency Publicis Kaplan Thaler New York
Creative Director Frank Bele, Andy Landorf
Account Supervisor Eileen Lundberg
Production Company Films
Director Harald Zwart
Executive Creative Director Gerry Killeen
Art Director Tanya Mishu
Copywriter Amanda Melson
Producer Matt Caltabiano
Editor Tom Muldoon @ Nomad, Jason Painter @ Spot Welders
Production MK Films
Released January 2011

Credits & Description

Category: Household: Cleaning Products
Advertiser: PROCTER & GAMBLE
Product/Service: SWIFFER WETJET MOP
Agency: THE KAPLAN THALER GROUP
Production Company: COMPANY FILMS, Los Angeles, Chicago, USA, USA
Production Company: MK FILMS, Los Angeles, Chicago, USA, USA
Date of First Appearance: Jan 1 2011
Chief Creative Officer: Linda Kaplan Thaler
Executive Creative Director: Gerry Killeen
Creative Director: Andy Landorf And Frank Bele
Copywriter: Amanda Melson
Art Director: Tanya Mishu
Agency Producer: Sharon Petro
Account Supervisor: Eileen Lundberg
Advertiser's Supervisor: Paul O'connor
Producer: Matt Caltabiano
Director: Harald Zwart
Editor: Tom Muldoon And Jason Painter
Post Production: Framestore
Music: What About Love By Heart
Editing Company: Nomad Editing

English Description
The creative personifies dirt, dust and mud, humorously portraying them as actual male and female characters falling in love with Swiffer products. As the character’s love story unfolds, the work – which demonstrates how well Swiffer cleans versus traditional methods and and employs the popular ‘80s power ballad, “What About Love” by Heart.

In “Mud Girl,” a woman wearing a mud outfit walks into a kitchen and addresses the viewer, sharing that mops have tried “to pick me up, but I’m really hard to get.” When she sees the Swiffer WetJet, however, she immediately throws herself on it as “What About Love” starts playing. The male voiceover explains how the WetJet’s antibacterial solution helps it clean better than a mop, eliminating the “unattractive” bacteria that mops can spread around. The spot concludes with Mud Girl clinging to the WetJet and exclaiming, “I like your pad.”