“Here we go again,” I thought as the Domestos ad started playing. A kid running out of the bathroom, the dad peeking suspiciously into the toilet bowl. “Cue the yawns for yet another boring product.” But I was wrong.
As soon as the dad poured Domestos into the bowl, the commercial kicked into high hear. An animated dragon emerged from the bottle. It was colorful, drawn in an anime style, and moved fast. The dirt transformed into black monsters with sharp teeth and red eyes, which the dragon promptly eviscerated with its fire breath. Some seconds of spirited destruction later, the bottle reappeared, finished the job, and landed on top of the closed toilet bowl, flashing intermittently to show the image of the dragon, now resting.
Everyone wants a sparkling toilet. Everyone knows they must clean it to get there. But it doesn’t exactly make most of us jump out of bed with joy. How do you remind people of the essentials effectively? You show them they are more than just essential. Make it a story. Make it fascinating. A good play to act out.
If even boring cleaning products can become fabulous dragons, there truly is no limit to how you can get people involved in your endeavors.
