No Product Demo for This Packaged Good

A national Clorox TV and print campaign that breaks today eschews packaged-goods tradition: It includes no product demo, nor does it target competitors of the new Formula 409 Wipes. Instead, Clorox is going after paper towels.

Three tongue-in-cheek spots from DDB in San Francisco show absurd examples of consumers getting rid of their paper-towel rolls. In one, a woman removes the roll, pulls out a saw and hacks at the towel holder’s wooden dowel. In the last shot, the roll has been replaced by a package of Formula 409 Wipes, and the dog is chewing on the dowel.