The campaign "Rethink What Clean Means," developed by ISSA in partnership with comedian and known germaphobe Howie Mandel, aims to reshape public perceptions about cleanliness by highlighting the variability and complexity of the concept in today’s environments. ISSA positions itself as the authoritative standard-bearer in professional cleaning, offering reassurance and credibility that businesses adhering to its guidelines maintain a higher, more reliable level of cleanliness. By associating with Mandel, who has a well-known personal commitment to cleanliness, the campaign leverages his authenticity to underscore the importance of expert-driven standards in assessing and achieving true cleanliness.
Strategically, the campaign taps into widespread consumer concerns about hygiene, particularly in shared public spaces such as hotels, restaurants, and entertainment venues. The creative approach employs a narrative-driven video series, “Howie Clean It,” which combines celebrity appeal with educational content to expose hidden contaminants that often go unnoticed. This approach generates curiosity and encourages viewers to reconsider their assumptions about what clean actually means. The campaign targets consumers who are increasingly health-conscious and skeptical about cleanliness claims, while also indirectly appealing to businesses that can benefit from adopting and promoting ISSA’s "Rethink Clean" standard to build consumer trust. By integrating social sharing prompts and a recognizable insignia, the campaign fosters community engagement and encourages audience participation in spreading awareness. Overall, the campaign aligns expert authority with relatable, real-world scenarios and a trusted public figure to elevate industry standards and influence both consumer behavior and business practices around cleaning.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign most closely aligns with the "Ongoing Characters or Celebrities" format. The narrative centers on Howie Mandel—a well-known celebrity and germaphobe—who is used as the ongoing persona in a video series (“Howie Clean It”) to raise awareness about cleanliness standards in public spaces. Rather than focusing on a direct problem-solution arc, testimonial, or explicit dramatization, the campaign leverages Mandel’s comedic persona and known traits across multiple episodes to foster recall and engagement for ISSA’s educational mission, positioning his celebrity status as the central creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. ISSA (self) – As the global association for the cleaning industry, ISSA positions itself as the leading authority setting standards and advancing the professional cleaning sector through education, advocacy, and networking, emphasizing innovation and science-backed cleaning practices.
2. The Cleaning Industry Research Institute (CIRI) – Focused on advancing cleaning science through research and education, CIRI differentiates itself by providing data-driven insights and fostering innovation to improve cleaning efficacy and safety in professional environments.
3. Building Service Contractors Association International (BSCAI) – BSCAI positions itself as a trade association dedicated to supporting janitorial and building service contractors with comprehensive education, certification, and network-building, promoting professionalism and operational excellence.
4. Cleaning Management Institute (CMI) – CMI stands out by offering specialized certification and training programs aimed at elevating workforce skills and promoting best practices in professional cleaning management and leadership.
5. The International Sanitary Supply Association (ISSA’s competitor in some markets) – As a comprehensive resource for sanitation and cleaning professionals, it competes on providing cutting-edge product sourcing, industry events, and educational programs targeted at improving cleaning outcomes and business growth.
Q: What is Rethink What Clean Means about?
A: Rethink What Clean Means is a 2022 integrated campaign created by Weber Shandwick for ISSA, the Worldwide Cleaning Industry Association, targeting the professional services market in the United States. The campaign features comedian and germaphobe Howie Mandel in a video series called Howie Clean It, which exposes hidden grime in spaces like hotel rooms to educate the public on the complexity of cleanliness. Its core idea is to reshape perceptions of what clean truly means and to promote ISSA’s standards as the authoritative benchmark for professional cleaning.
Q: What creative device does Rethink What Clean Means use?
A: Rethink What Clean Means employs the ongoing characters or celebrities format as classified by Clapboard’s 12-format taxonomy. The campaign centers on Howie Mandel, a well-known celebrity and germaphobe, who serves as the recurring persona throughout the Howie Clean It video series. This approach leverages Mandel’s authentic connection to cleanliness to build brand recall and engagement, using his comedic and relatable traits to communicate ISSA’s educational message about professional cleaning standards.
Q: What is the campaign proposition for Rethink What Clean Means?
A: The campaign positions ISSA as the authoritative standard-bearer in professional cleaning by partnering with Howie Mandel to highlight the variability and complexity of cleanliness in public spaces. It targets health-conscious consumers skeptical of cleanliness claims and encourages businesses to adopt ISSA’s Rethink Clean standard to build trust. By combining expert knowledge with Mandel’s authenticity, the campaign aims to elevate industry standards and influence both consumer expectations and business practices around hygiene and safety.
Q: How does Rethink What Clean Means rank in Clapboard's archive?
A: Rethink What Clean Means holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining celebrity appeal with educational content to address contemporary concerns about cleanliness in professional environments.
Q: Who are the competitors in ISSA's category?
A: ISSA competes with several key organizations in the professional cleaning sector. The Cleaning Industry Research Institute (CIRI) focuses on advancing cleaning science through data-driven research and innovation. The Building Service Contractors Association International (BSCAI) supports janitorial and building service contractors with education, certification, and networking. The Cleaning Management Institute (CMI) offers specialized certification and training to elevate workforce skills and best practices. Additionally, the International Sanitary Supply Association provides product sourcing, industry events, and educational programs aimed at improving cleaning outcomes and business growth.
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