Friday, 04 May 2018 10:35

Windex Transforms The Graffiti Scene

Last week, SC Johnson launched a new advertising campaign for their latest product: Windex Foaming Glass Cleaner. With 15, 30, and 90-second video spots, social components, and a pop-up mural in Los Angeles, the privately held manufacturing company knocked it out of the park with these creative advertisements.

Examining the Creative Advertisements of Windex

In such a short time, this advertising campaign has already had ripple effects in the advertising industry. It's a success, so far, but let's examine why it's succeeded and how it has.

The #Sparkle Story

The premise of the campaign is based on two graffiti writers out of LA who trade in their spray paint for Windex Foaming Glass Cleaner. Narrated by the artists, they explain how graffiti is their “cathartic process,” where they get to do what they love in the world. One of the artists notes that the public perception of graffiti is changing – it is the destructive nature of graffiti that prevents people from seeing it as art. In this documentary-style ad, the graffiti artists use the Windex Foaming Glass Cleaner around the community, on laundromat windows, convenience store doors, and restaurants all to the horror of the patrons inside, only for them to see it wiped away leaving a streak-free shine. The artists are using the newest Windex product to create a new kind of graffiti art that the public can see as more than vandalism.

Watch the whole spot here.

The idea behind this narrative is based on the premise that often times we need to look beyond the surface to understand the people and the world around us. The graffiti artists, for example, who are quickly written off as destructive to the community, are found to be doing an act of service when you take the time to actually look at what they are doing.

In a much more literal sense, Windex Foaming Glass Cleaner can help you look beyond the surface, too.

Household Cleaner Hosts A Star-Studded Event

To round out the launch of this new campaign, Windex took to Melrose Avenue in Los Angeles, California. A major tourist destination in the City of Angels, Melrose Avenue is home to shopping and dining hot spots, as well as being a part of the La Cienega Design Quarter. Known for its abundance of Instagram-worthy murals, this was the perfect location for Windex to bring their campaign to life.

The mural wall features the brand colors, Windex logo, and the word “Sparkle,” all covered by glass so that visitors can see the new Windex Foaming Glass Cleaner in action. Actor, George Loomis, and Olympic gymnast, Shawn Johnson, were among the many visitors who came out to see (and graffiti) the mural at 7400 Melrose Avenue.

Visitors took to social media using the hashtag #SparkleGraffiti to document their artwork and generate brand awareness in the wake of the new product launch.

You can see some of their inspiring work here.

Cleaning Made Fun

Many would agree that cleaning is probably not the most exciting way to spend an afternoon, so the new take on a standard household cleaning item is a breath of fresh air. Not only are the TV unique and engaging – something you would actually stop to watch, instead of passing right by – but the campaign was also expertly crafted with supplementary promotional events that really brought out the creativity the ads had to offer.



Launching a new product? Looking for an innovative way to cultivate brand awareness? Contact the experts at FiG Advertising + Marketing today to schedule a consultation.