DDB Casts Tilex as ‘The Mold Killer’

SAN FRANCISCO DDB features people in deep denial in its latest television campaign for Tilex, which breaks today and positions the brand as “The mold killer.”

The new work is a departure from previous “Tilex Challenge” ads that emphasized the bathroom cleaner’s toughness.

Six 15-second TV spots present average people behaving strangely. In “La La,” they plug their ears and scream “La la la la,” not wanting to hear that all homes have mold. In “No No” and “Handle It,” they shout “No!” repeatedly or freak out. Each spot then highlights Tilex’s capabilities and closes with “The mold killer” tagline.

Positioning Tilex as the solution to mold problems came about this year, said Lisa Bennett, managing partner and chief creative officer at Omnicom’s DDB San Francisco. When research revealed that all homes have mold, the shop decided to leverage that fact to reach consumers, she said.

The creative team, including copywriter Daniel Mabe and art director Chad Ackley, determined that people don’t want to hear it, can’t handle it and will deny their homes have mold.

“Most people don’t want you to tell them,” Bennett said. “It is a fact that is hard to stomach. It’s hard to accept.”

DDB decided to use humor to show people rejecting the thought of mold in their homes. The actors are shown standing in front of their residences, a mix of rich and poor, urban and suburban.

“It is a really simple idea that allows us to serve it up in creative way,” Bennett said.

Campaign spending is undisclosed. Tilex, part of the Clorox Co., spent $23 million on advertising in 2003, according to Neilsen Monitor-Plus.

DDB has handled the Clorox business since the agency opened its San Francisco office in 1996.