Description: A scrubbing sponge
Main Pitch: One side "scours like a steel-wool pad" while the other side "lifts, traps and removes food, dirt and grime"
Main Offer: $10 for four plus a "mega size" and dusting mitt
Bonus: Double the offer (just pay shipping)
Starring: Joe Campanelli
Marketer: Merchant Media
Producer: The Schwartz Group
Website: www.DualDiamondScrubber.com
Prediction: Unlikely to succeed
There's nothing wrong with this commercial. I even applaud the attempt at a new approach (more on this later). It's the product I think has zero shot. For one thing, Ontel already tried it. For another, scrubbing sponges are a common item at stores across America. That means this is a "better than" product pitch, and that makes the odds of success very low.
As for the commercial, I like the technique of using a skeptical "everywoman" ("Judy") to play off the pitchman. I hope the creative team will use it again.
