Bam! And the fat is gone. Easy Off Bam launches spoof exercise regime
Cheep and cheerful cleaning product Easy Off Bam is moving into social media with a spoof video about an up-tight Cronulla housewife who becomes obese because she no longer keeps the pounds off through a vigorous housework routine.
The first stage of what appears to be a teaser campaign launched late last week with the creation of a Twitter profile linked to a “Bamercise” website.
The site, which is registered to ad agency Euro RSCG, promotes the message “Clean and get lean” and promotes a start date of next Monday.
Photoplay Films appears to have been involved in creating a Bamercise exercise DVD and virals, directed by Scott Otto Anderson
There is also a Bamercise YouTube channel.
The Bam range is owned by Reckitt Benckiser.
April 12 update: Bam has released a new ad, with the first half featuring traditional content fronted by Martin Grellis, while the second half promotes a Bamercise DVD:
This can be a really fun campaign, looking forward to seeing more videos. But perhaps the YouTube settings should be set so the related videos are not relating to random videos 🙂 Just a thought, or is that part of the strategy…?
As long as your target market is people in the advertising industry this is probably a great idea – it’s brand engagement at it’s finest.
If you’re after housewives – who dreamed this up? It flies in the face of everything we’ve been taught about marketing. Who is the market, what do they want, how do you communicate the benefits. It’s a cleaning product – people will give those ads about 15 seconds of attention on TV. Now these guys are expecting women to go out of their way to watch this video thats says nothing about the product, insults the house proud and the fat, and is very unlikely to go viral. It looks like a tick the box exercise. Viral – tick, YouTube – tick, microsite – tick, social media – tick. All that’s missing is some kind of mobile app and an iPad site.
Hopefully is was cheap.
Totally agree with Simon. As an industry person I am fascinated to see where the ‘Clean and Get Lean’ campaign could go from this piece of work . It’s a well known fact that the only chance many women get to exercise/burn fat in their day (to justify the chocolate/wine later) is by doing some vigorous housework! This is where I get confused because clearly the benefit in the teaser is CLEAN and STAY LEAN – use BAM and GET FAT …oh and also be unhappy about your body. Maybe next week will bring some clarity with the launch of the full campaign . Now speaking as a busy working mum who buys 100% of the grocery items and gets 4 nano seconds a day to spend in my online social networks, all I can say is, if this reached me which I very much doubt, I wouldn’t be passing it on…but maybe that was the aim… get my attention by making me annoyed because you wasted my time with a long bow that didn’t tell me why BAM was better than it’s competitors… .. I’ll wait and see ..
I thought I would share my thoughts as normally I wouldn’t.
To the advertiser and marketing person responsible for this work. I really don’t appreciate the fact that you are telling people that they will get fat if they continue to use bam.
As a fat person myself doing the house work is already difficult as it it without advertiser rubbing the issues in my face. “I love my house but I do love this body”.
How this has any relevance with “clean and get lean” tagline I really don’t know and the connection between a household cleaning product and becoming fat because I’m using BAM, doesn’t exactly portray the typical house wife who normally runs around 24/7.
I am offended by this.
I think the main issue here is Negative association with the brand. I also don’t understand why they would move away from such a sucessful ad to begin with. Are the client BORED? The target ISNT. BAM now OWNS the fast sell product focused arena and to lose that is a shame in deed.
I would love to see them continue and GROW the same style of traditional advertising that go them where they are today.
BAM and the Dirt is GONE… Powerful stuff, clear and to the point – Why change the message???
Lana, Lana, Lana
I’ve watched this a few times and I’m really not sure where they are going with it. It just seems to be insulting to women.
I’ll wait to see the full site launch but after showing the video to a number of women I know they were all horrified by it with one even claiming she wouldn’t ever use the product again after seeing it.
Disclaimer: Martin Grelis (The Easy Off Bam Man) is one of my best friends.
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haha I love the daggy humor, fantastic!! Some people dont get it?
This is the funniest thing i have seen in a long time. Its Australian humor at its finest. No one can take the piss like we do. Im off to Bamercise now.. if only i have a clean toilet brush.