The Swiffer Effect

East Pleasant Director Damien Drake has wrapped up a mammoth global campaign for P&G. The Everyday Effect, as the campaign is known, demonstrates P&G’s massive portfolio of marquee brands – Swiffer, Tide, Dawn, Olay, Pantene, Gillette, Oral B, Ariel and more – at work in more than 30 homes across the globe, making users’ lives simpler and more enjoyable.

A Swiffer spot – produced in partnership with Yahoo! and Publicis Kaplan Thaler, and set in the Long Island home of 90-year-old married couple Lee and Morty Kaufman – typifies the campaign. Weary after raising six kids and without around-the-house help from her husband, Lee is less enthusiastic than ever about lugging a mop and bucket around and scaling a rickety chair to dust the home’s upper reaches. When an anonymous P&G donor drops a crate of Swiffer adjustable dusters and waterless mops on her porch, Lee is thrilled with the time she saves and the extra energy she has as a result.