Capturing an air of authenticity has always been a silver bullet in advertising, and Swiffer seems to have hit the nail on the head with “The Everyday Effect,” their most recent ad campaign. The campaign’s web and TV spots feature Lee and Morty Kaufman, an adorable 90-year old couple living on Long Island, and how a box of free Swiffer products simplified Lee’s decades-long regiment of sweeping, dusting, and mopping. Oy, do the Swiffer ads clean house with such an endearing couple.
The video is shot in a crisp documentary style and focuses primarily on the sweet, lovingly sarcastic, “that-reminds-me-so-much-of-my-parents” relationship between Lee and Morty. Since the ads debuted, the two lovebirds (who “never even listened to ads” before this, according to Morty) have become local celebrities – not to mention a viral sensation on YouTube. Their three-minute video has already amassed over 1 million views, which has come as quite the surprise to the not-so-tech-savvy Kaufmans: “I’m just wondering about the mechanics of how they managed to get so many hits,” Morty said in a recent interview.
Apparently, the mechanics (from a marketing standpoint) are as simple as operating a Swiffer Wet Jet: just put your product into the hands of the most endearing Golden Age couple you can find, film them marveling at the ease and convenience of it, and win hearts across the web.