Confusing Clorox.

Clorox has a couple of spots running worth noting. Kids getting dirty while playing. Simply photographed, straightforward message similar in tone to Pedigree’s Dogs Rule campaign. They also have radio out for Clorox disinfectant wipes that compliment this campaign with a mom reading to her child or another with her playing with one of the little bastards. And that’s all you hear. It’s real, unscripted and just feels right if you’re a parent. (Next to the perennial award-winning Real Men of Genius or Dinner, it’s the first decent radio I’ve heard in some time.)

But the wtf? moment happens before it though. They run this :30 as part of a :60 that leads off with ‘Julie Edelman–The Accidental Housewife.’ She apparently likes to sponsor a lot of things. It’s the usual Ann Landers-type flyover country home tips bullshit thing that major brands run and that I despise. It totally undermines the second spot. Scary thing is, she sounds fake, but isn’t. (Just how do you become an accidental housewife anyway. What, you’re walking down the street, trip and fall into an arranged marriage?)

Brands have multiple demos and voices, but running both almost at the same time here hurts the cause. The crowd that appreciates the mom reading should be insulted by Julie. Speaking of vapid, I came across a clip of a fictional character called Jeannie Tate a few weeks ago. Clorox could just have her in a skit for the brand that would be 100 times better. The satire in this case would play well and people might actually respect Clorox for ‘lightening’ up a little. (Who said puns are dead.)

Tags: Clorox