Swiffer and Asylum Artists

Swiffer surprises the Masters family with a mystery box outside their doorstep to help make their house cleaning a much easier task.

The fine folks over at ad agency Barrett and Welsh contacted us here at Asylum Artists to put this piece together for Swiffer. As soon as the ball was rolling, we found ourselves conducting the most mysterious casting we’d ever produced. The trick was to find a real family who represented the targeted urban Asian audience, did their own house cleaning but wasn’t overly thrilled about their current process, and didn’t already use Swiffer products. The other thing… They couldn’t know who the client was for the spot they were being cast for. The interviewed families were only told that they would be participating in a household cleaning research project. The TV spot that was subsequently created was as real as it gets, and completely unscripted.
The Masters were perfect for the role, they were living the fast paced lifestyle of the modern Canadian condo dweller, plagued by high-rise construction dust, and the tiresome role of keeping up with young children in the house – yet they fondly remembered times back India where they did very little housecleaning as they almost always hired assistance.
Adapting to their new life in Canada, but not yet with all of the tools and gadgets to allow their daily chores to become easier and more accessible.

Enter Swiffer, truly giving cleaning a whole new meaning; the Masters were surprised at the ease of their new cleaning methods and how much time was saved.

Great job team, Swiffer helps yet another family! Too bad it doesn’t pick up toys as well!

Watch the video below:

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