Ad Nut
Jan 3, 2020

To have and to hold, and to fight bathroom mold

SC Johnson brand Kabikiller wants men to recommit to their marriage vows by promising to do their part in household cleaning.

This campaign comes from SC Johnson-owned Japanese brand Kabikiller (literally "mold killer"). In it, the brand makes a hero out of a young husband who comes to the stunning realisation that he could maybe possibly help out around the house a little now that his wife has her hands full with a newborn.

If you hail from a place where males already do their share of cooking and cleaning (such as Ad Nut's household), the video might come off as mildly hilarious; the husband gets an extraordinary amount of loving eye contact after cleaning a bathtub and nearly brings his wife to tears by stirring a pan of rice and adding some ketchup. But hey, you have to start somewhere! And Ad Nut will always commend brands that advocate male chore involvement, especially in markets where the distribution of such drudgery is currently inequitable.

One of the little birdies in Ad Nut's extensive network of informants told Ad Nut that the agency responsible for this work is Ogilvy Japan. That would make sense, as Ogilvy was cited on a similarly-themed SC Johnson campaign that won a bronze Spike in September.

Speaking of household chores, please excuse Ad Nut, who is off to sweep up and dispose of literally thousands of nutshells that accumulated on the floor of Ad Nut's abode during a recent Nutcracker-themed party, where things got a bit out of paw.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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