Spontex hopes to reinvigorate the mops market with its first-ever national floor TV ad campaign. The £500,000 four-week push, which launches on 5 November, will appear on key channels across ITV and Sky networks.

Set in a bank, the ad shows an innocent cleaner is mistaken for a robber as she wipes the floor using a Spontex Easy Max Mop, a flat mop which has a self-wringing mechanism that sounds like a gun whenever it is activated. The ad’s strapline reads, “The absolute weapon to keep your floors sparkling”. Spontex is hoping its campaign will reinvigorate the mops market: value sales for the total floorcare category fell by 8% year on year in September 2014 [IRI 52 w/e 6th September 2014].

“Our innovative floorcare range has been extremely well received, especially by our DIY partners, so we’re delighted to support it through a strong above-the-line campaign,” Joanne Evans, head of marketing, said.

“The advert is humorous and unconventional for the world of cleaning, but totally in keeping with our brand values, so we’re excited to see consumers’ reactions.”

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