Nobody can escape household chores whether it’s simply making the bed in the morning or complicated like a thorough spring cleaning. One could say it’s the third certainty of life after death and taxes.
On Facebook, ads from small businesses offering cleaning services periodically pop up. These cleaners often bring their own supplies with them so you don’t have to worry about stocking up. The ease of booking a service with a few clicks on the phone can be tempting but doing certain tasks on your own brings about an undeniable sense of accomplishment.
That’s the philosophy behind a household cleaning brand that is celebrating its 90th anniversary this year. Last week, Pine-Sol launched its new campaign that encourages people to bust a move and shimmy around while cleaning their homes.
“With the campaign, we’re targeting the doers—people who get things done no matter what,” said Paulo Lao, Clorox International sales and marketing manager for Southeast Asia.
“We wanted to inject a little fun when doing household chores because more often than not, nobody else will do them for you.”
Pine-Sol tapped actress Dimples Romana for the commercial that shows her cleaning up in the kitchen and mopping down the floors, all while doing a little dance.
Romana was styled to look like the iconic World War II poster of Rosie the Riveter, a Caucasian woman in a no-
nonsense denim button-down with the sleeves rolled back. Keeping her hair out of her face is a red headband fashioned out of a rolled-up bandana.
“That was really the look we were going for, a doer. Dimples fulfills many roles—actress, author, wife, mother —but she still gets things done,” Lao said.
“I find peace cleaning my house. It reminds me of the time when my husband and I were just starting out,”
Romana said. “It centers me in a very peaceful way.”
She said she recruits her children to help out, effectively turning what would have been a dreary chore into a fun bonding session with them. “If you want to involve your children, let them help after they’ve eaten breakfast but if you prefer to do things your way, it’s best to start early in the morning.”
The Pine-Sol Cleaning Dance Challenge is from June 1-30. Visit www.pinesol. com.ph/dancechallenge and register using your e-mail address. Follow the mechanics and upload a photo on Facebook of yourself cleaning any part of your home with any variant from the Pine-Sol range (Original Pine, Lavender Clean, Lemon Fresh or Sparkling Wave).
Prizes include Bluetooth speakers and wireless earphones from Bose. Winners will be announced on July 12.
