9Rooftops’ CLR spots put power behind new probiotic cleaners

CLR (pronounced “clear”) home cleaning products, manufactured by Jelmar, LLC, has produced two new TV spots to support the launch of the brand’s first daily-use multipurpose cleaners.

In the new installment of the Fight the Clean Fight campaign, developed in partnership with marketing agency 9Rooftops, CLR revives its playful and annoying cast of “mess nemesis” characters that personify the grossest messes in our households. In the newly developed spots, CLR Everyday Clean defeats a host of kitchen spills from the countertop to the microwave, and CLR Active Clear tackles disgusting garbage goo with lasting cleaning power.

“These two new products mark Jelmar’s entry into the all-purpose cleaning category, adding to our robust family of products,” said Alison Gutterman, CEO and President of Jelmar. “We’re excited to unveil the new TV spots to show our customers how CLR Everyday Clean and CLR Active Clear can help them handle their day-to-day cleaning needs with ease, featuring only ingredients that are safe for both the family and your surfaces.”


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The spots were inspired by each product’s unique proposition: USDA Biobased-certified CLR Active Clear introduces households to a new type of cleaner. Harnessing the natural cleaning power of active probiotics, typically associated with gut-health, it delivers long-lasting results with up to 3 days cleaning power. EPA Safer Choice-certified CLR Everyday Clean is tough on grime while using ingredients that are recognized as safer alternatives to traditional chemicals.

The campaign will begin running in September 2021. In addition to the national TV spots, the new marketing campaign will include distribution across social media platforms, select podcasts, and other digital channels.

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Client: Jelmar
Agency: 9Rooftops
SVP, Group Creative Director: Matt Sullivan
SR. Art Director: Bill Cindrich

SR Copywriter: Hannah Rosin

Copywriter: Mandy Rodio
VP, Group Account Director: Stephane Auriol
Director of Integrated Production: Snake Roth
Production Co: Little Saint Media

Executive Producer: Robert Nackman
Director: John Grammatico
Editor: Sean Halvorsen/Hootenanny
VFX/Finish: Andrew Pellicer /The Mill
Audio: Mark Ruff/CRC