For a house at war with dirt, The Clorox Co., Oakland, Calif., has just the defense: a flying squadron of little purple super-cleaning 409 icons.
The tiny cleaning brigade stars in a new TV spot (shown here) from DDB Needham, San Francisco, for Clorox's 409 All-Purpose Cleaner and 409 Carpet Cleaner products. The icons zoom around the house scrubbing faucets and counters, and even spiffing up the floor underneath the family's Saint Bernard.
Their cleaning act is done to a revamped version of the Beach Boys tune "409." The tagline, which quotes the song, is "Giddyup 409."
The spot broke nationally last week. The $15-20 million campaign includes radio spots that break early next month.
--Jane Irene Kelly