Cannes Lions

SCUMBUSTER CLEANING DEVICE

MRM PARTNERS, New York / BLACK & DECKER / 2003

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Overview

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Credits

Overview

Description

Home improvement shows like 'This Old House' have become so popular that there is an entire cable network devoted to them. Our solution was to create a parody 60-second home cleaning show. This would allow us to demonstrate the Scumbuster in a way that was fresh, exciting, original, and relevant. Staying true to the genre, our hosts educated and entertained. We could even authentically shoot our show on video, which enabled us to produce within our limited budget. More than that, we established a campaign that Black & Decker could easily and effectively extend to other products.

Outcome

The success of our home improvement show was instant and significant. The spot ran for five weeks and after only three weeks, sales had jumped 235%. Six weeks after launch sales were still up 83%. Even nine months later there was sustained growth of 133%. In short, our spot cleaned up.

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