Ajax: AJAX, stronger than dirt! 1

Credits & Description:

AJAX, stronger than dirt!
Market: Stockholm/Sweden
Client: AJAX/ Colgate Palmolive
Retail Marketing Manager (Colgate-Palmolive Sweden): Alexander Thoresson
Media: OOH
Advertising Agency: ANR BBDO Stockholm
Description:
This morning, the Stockholm travelers were able to get a good laugh on their way to work. AJAX, the category leading cleaning product, had during the night proved the power of their product on the walls of the busy subway station S:t Eriksplan.
Around the Stockholm subway stations, Clear Channel are in the middle of replacing old billboards. They have been up since the 60s - and behind them decades of dirt have accumulated.
A canvas of 60 years of public transport-dirt. Hard to ignore, and not usable by anyone (but AJAX!). An awesome opportunity to advertise what AJAX does best, remove dirt!
Cleaning products have always been sold with the promise of clean surfaces and sparkling homes. Consumers are used to see various kinds of dirt and stains wiped away without any hassle. Here, AJAX uses the same rhetoric, but in a new context - not talking about it in an ad, but by proving it. If AJAX is able to clean up all that dirt on the platform wall, our product will definitely handle to clean up any kitchen and bathroom anywhere.
Behind the campaign is the advertising agency ANR BBDO in Stockholm.