Endust’s viral videos a new take on brand awareness

The Endust Dustersons

“Meet the Dustersons” is a viral marketing campaign for Endust, an old-line aerosol polish, that revolves around a young married couple, Debbie and Doug, whose antics aren’t exactly expected from the usual housewivery chore of dusting furniture.

Jim Hyman’s Juggernaut Marketing teamed with Dictionary Films, a Cutters division, along with Cutters script to screen services to produce five 45- 60-second viral videos on the Dustersons’ “sedust-ion” (a mix of seduction and dusting)that mainly takes place around a table polished to high luster by “sedust-ive” Debbie.

“We are taking an inherently dull household task and giving it a memorable spin,” says Hyman. “This campaign will go a long way in reenergizing the brand and creating curiosity as the company creates new products.”

Irene Mzarquette plays “Debbie Dusterson”In two most recent Endust videos, “How to Spice Up Your Love Life,” for Valentine’s Day, Debbie (Irene Mzarquette) has decided to get into some role playing with Doug (Alan Metoskie), by dressing up in Mexican Wrestling outfits.

There’s no dialogue.  Their facial expressions tell the story, underscored only by stock music.

During the Valentine’s promotion on Facebook, consumers will receive a $1 coupon, just for entering site and five entrants will also win a gift card to spice up their love life any way they choose. The promotion runs through February.

Endust aims to connect with young homemakers

Made by family-owned Chicago company Nakoma, Endust was a housewife’s cleaning staple of previous generations.  “Nakoma wanted to become a player again in a fairly crowded and competitive field and wanted more aggressive marketing,” says Hyman.  It was clear that the client didn’t have the budget for a classic, TV-driven advertising,” Hyman says.

“The current viral is an effort to resonate with young homemakers with this entirely unexpected approach to conventional cleaning products,” Hyman says.

Teaming with Picnic New Media, Cutters’ digital division, Hyman pitched and won the business with their campaign.  Dictionary Films shot three videos and launched “the lightly branded little stories” before Thanksgiving.

The videos are written by Hyman and Chris Greenleaf, Picnic’s L.A.-based digital ECD, directed by Dictionary Films’ Jesse Shamata, shot by DP Jay Patton, edited by Cutters’ Mark Jepsen with sound by Another Country and effects by SOL.  The videos were shot in a house in Rogers Park. 

In spite of the campaign’s “little to no real media budget,” especially compared to home products giants, notes Hyman, the agency’s executive creative director. “We know our approach is on point.” 

Since “The Dustersons” launch in early October, “We’ve seen real quantitative results with 85,000 YouTube views of our current content and 14,000 Facebook likes. From the response, this is really resonating with the target demographic,” he says.