Let's twist again
Haushalt Exxtra has designed a pretty wacky film for the Migros Twist cleaning range.
Haushalt Exxtra has designed a pretty wacky film for the Migros Twist cleaning range.
The cleaning agent market communicates extremely loudly and in a shouty manner. If possible with children, mothers and as many superlatives as possible, such as extra-strong, super suction power, double power, ultra-strong, magical or incredible. For Migros' Twist range, Exxtra has come up with a completely different language. "Twist communicates in an upbeat way instead of lecturing, smart instead of dumb, and relaxed instead of dry as dust," says consultant Edi Walker.Cleaning in heavy metal styleTo achieve this, CD Dieter Hofmann and his team created a spot with tongue-in-cheek humor. The story is simple and quickly told: A young man has a free house and celebrates a crazy party with friends, where nothing is left out. Only the parents obviously come home earlier than expected. So what to do with all the chaos that reigns in the apartment after the party? There's only one thing to do: all the boys and all the girls who are still dozing off, slightly hungover, have to get to the cleaning utensils! Until the apartment is sparkling clean in old splendor, even before the parents have climbed the stairs.
This idea is intended to anchor the positioning as quickly as possible: Twist stands for simple cleaning in no time at all. The film demonstrates this with a realization that is hard to beat in terms of dynamics. In fast cuts and with flashbacks from the wild party night, cleaning is done to a hard rock soundtrack. The frenzied party is experienced in cuts of only a few fractions of a second, you can literally smell how the apartment was going crazy and you see one thing above all: how easy it is to get a messy apartment back in shape in the short time it takes the parents to climb the stairs. Cleanliness in the blink of an eye. Or almost. For the final punch line, hastily stowed bottles and cans still tumble out of a wall box in the checkroom.
This advertising idea is intended to help Twist become "the leading brand in the Easy Cleaning sector" in the longer term. To this end, the market share in the overall cleaning market is to be increased by three percentage points by 2010. The commercial, produced by Wiener Klappe and set to music by Zurich-based Jingle Jungle, can be seen on Swiss TV channels until the end of October and is accompanied by an online game and a product print campaign.
Andreas Panzeri
The cleaning agent market communicates extremely loudly and in a shouty manner. If possible with children, mothers and as many superlatives as possible, such as extra-strong, super suction power, double power, ultra-strong, magical or incredible. For Migros' Twist range, Exxtra has come up with a completely different language. "Twist communicates in an upbeat way instead of lecturing, smart instead of dumb, and relaxed instead of dry as dust," says consultant Edi Walker.Cleaning in heavy metal styleTo achieve this, CD Dieter Hofmann and his team created a spot with tongue-in-cheek humor. The story is simple and quickly told: A young man has a free house and celebrates a crazy party with friends, where nothing is left out. Only the parents obviously come home earlier than expected. So what to do with all the chaos that reigns in the apartment after the party? There's only one thing to do: all the boys and all the girls who are still dozing off, slightly hungover, have to get to the cleaning utensils! Until the apartment is sparkling clean in old splendor, even before the parents have climbed the stairs.
This idea is intended to anchor the positioning as quickly as possible: Twist stands for simple cleaning in no time at all. The film demonstrates this with a realization that is hard to beat in terms of dynamics. In fast cuts and with flashbacks from the wild party night, cleaning is done to a hard rock soundtrack. The frenzied party is experienced in cuts of only a few fractions of a second, you can literally smell how the apartment was going crazy and you see one thing above all: how easy it is to get a messy apartment back in shape in the short time it takes the parents to climb the stairs. Cleanliness in the blink of an eye. Or almost. For the final punch line, hastily stowed bottles and cans still tumble out of a wall box in the checkroom.
This advertising idea is intended to help Twist become "the leading brand in the Easy Cleaning sector" in the longer term. To this end, the market share in the overall cleaning market is to be increased by three percentage points by 2010. The commercial, produced by Wiener Klappe and set to music by Zurich-based Jingle Jungle, can be seen on Swiss TV channels until the end of October and is accompanied by an online game and a product print campaign.
Andreas Panzeri
