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Objectives

For the launch of four new cleaning products targeted towards men, Hero Clean turned to Nutmeg to produce four 15-second digital commercials for online and movie theater pre-roll. Nutmeg handled all aspects of production and post: we co-wrote the scripts with the client, cast the talent, shot all four spots (in one day in Miami), and then provided editing, mixing, graphics and color grading.

Results

  • Hero Clean CEO Mike Eaton has been featured on local news and morning shows in Sacramento, San Diego, San Francisco and Los Angeles.
  • Hero Clean products are now available on Jet.com, where consumers can stock up and take advantage of great deals.
  • Hero Clean was featured in Good Housekeeping magazine, which confirmed, after rigorous tests, that Hero Clean Ultra Laundry Detergent removes tough stains, as promised.
  • Hero Clean was featured in Men’s Health magazine as the first laundry detergent, dish soap, all-purpose spray and odor eliminator “built for men.”

Launching a "Clean" Slate

For the better part of a half-century, household cleaning product advertising has been aimed squarely at “housewives.” Hero Clean, a new line of laundry detergent, liquid dish soap, fabric freshener and all-purpose cleaner “Built for Men,” changed that with a new advertising campaign that launched on August 31, 2015.

“The idea for Hero Clean was inspired by a trip to the grocery store,” CEO Mike Eaton explains. “Everything in the cleaning aisle was fragranced, packaged and branded to appeal to women. There was nothing there that would appeal to a guy’s guy. So we got to work creating a line of cleaning products guys would be proud to call their own.”

The four 15-second spots, created by Nutmeg, feature a statuesque blonde model warning guys to eschew “girly” cleaning products, and “reach their manly potential” by using Hero Clean cleaning products instead.

“When Mike began working with Nutmeg, he already had a really focused point of view regarding the personality of the brand,” Nutmeg Creative Director Dave Rogan adds. “It’s his voice, it’s his vision. It was up to us to make sure that vision hit the screen in a fun and compelling way.”

Nutmeg-Hero CleanNutmeg-Hero Clean

With its silvery “motor oil”-look packaging, Hero Clean may look tough as nails on a store shelf, but the corporation isn’t without a soft side. A portion of proceeds benefit Iraq and Afghanistan Veterans of America (IAVA), the most diverse and rapidly growing veterans group in America, founded in 2004 by Paul Rieckhoff and fellow veterans. IAVA is the voice of the 2.8 million veterans of Iraq and Afghanistan, raising awareness and striving to connect, unite and empower post-9/11 veterans.

“Since its inception, IAVA has sought to associate our brand with like-minded partners in the private sector who mirror the resilience, integrity, and character of our post-9/11 veterans,” says Paul Rieckhoff, CEO and Founder of IAVA. “Now, we are thrilled to partner with Hero Clean, a pioneering new brand dedicated to supporting veterans as they transition to the home-front.”

One of the biggest challenges of the project was working within a limited budget without compromising any creative or production values.

“Realistically, to accomplish what needed to be accomplished, the budget should have been about double,” says Rogan. “We economized wherever we could, called in some favors on the production side and got some truly stunning footage. Four commercials shot in a single day!”

"When Mike began working with Nutmeg, he already had a really focused point of view regarding the personality of the brand. It's his voice, it's his vision. It was up to us to make sure that vision hit the screen in a fun and compelling way."

Dave Rogan, Nutmeg Creative Director

Credits

Creative Director: Dave Rogan
Editor: Carl Vasile
Mixer: JD McMillin
Graphics Supervisor: Stephen C. Walsh
Producer: Adrian Lichter
Colorist: Gary Scarpulla
Director: Manfred Reiff
Executive Producer: Jon Adelman

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