Foul-Mouthed Oven Gets Scrubbed on DRTV

The Setup: Ovens. You never know what they’re going to say. To support the launch of Goo Gone Oven & Grill Cleaner, the most recent extension of the Goo Gone line of home care and cleaning products from parent company Homax Group, agency Marcus Thomas created a clever DRTV campaign with an unexpected star: a talking oven with a dirty mouth.

The Objective: The goal of the brand’s campaign is to generate direct sales and in-store Walmart sales. The ad offers viewers a $15 in-store coupon if they visit googone.com/TVoffers. Once there, they’re given a choice between the store coupon and six Goo Gone products ($30 in value) for $17 via mail, with free shipping.

The Channel: Goo Gone’s DRTV effort, which targets women ages 25 to 45, was supported by Flash banners on relevant retailer websites. The ad ran nationally on late-night cable television channels, including Bravo, Food Network, Lifetime Movie Network, Oxygen, TBS, TNT, and USA. This is the brand’s first foray into television advertising.

The Creative: In the spot a woman leans down to clean her oven and is startled when it suddenly launches into a cheesy standup-like comedy routine of dirty jokes, including “I am so dirty, the oven mitt wears a rubber glove,” “So, a quiche, a gingerbread man, and a ladyfinger all walk into an oven…” and “Hey, did you hear the one about the Bundt cake and the sausage?” The woman then cleans the filthy oven with Goo Gone—the oven likes it—and then it asks the woman as she admires her handiwork, “Are you checking out my rack?”

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