PRODUCTION NEWS
Product: Smart Mop
Objective: To rejuvenate the sales of the Smart Mop via DRTV spots despite the fact that it was no longer
a new product, was available at retail, and had sold well on a home shopping channel. Our assignment was to produce
one-minute and two-minute spots that allowed host Thomas Persson to utilize his successful infomercial sales pitch.
Since there were more and more knock-offs and competitors in the retail marketplace, the client felt that they
needed to re-establish their brand name on TV in the face of the competition. Boosting retail sales and reminding
the consumer about the Smart Mop became as important as selling through the 800 number.
Production Challenge: Since demonstration is the key to this product's success, we used a real kitchen in
a contemporary home, and let Thomas and the Smart Mop be the stars.
The main shooting challenge was to create one continuous shot of the Smart Mop picking up spill after spill without
being rinsed out or even lifted from the floor during the entire sweep -- a demo unmatched by other mops. The mop
went from soda, to ketchup, to egg, to dirt, always staying in frame.