What is Rethink What Clean Means about?

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.

What creative device does Rethink What Clean Means use?

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.

What is the campaign proposition for Rethink What Clean Means?

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.

How does Rethink What Clean Means rank in Clapboard's archive?

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.

Who are the competitors in ISSA's category?

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.

This ISSA campaign uses Howie Mandel’s germaphobe persona to challenge cleanliness norms through a viral video series — Clapboard's Global Ad Archive.

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Description

ISSA's Rethink What Clean Means campaign, launched in partnership with comedian and germaphobe Howie Mandel, aims to redefine public perceptions of cleanliness in the context of professional services. This initiative strategically engages consumers by leveraging Mandel's celebrity status and personal commitment to cleanliness, aligning perfectly with the growing public concern for hygiene, especially in shared spaces such as hotels and restaurants. The campaign features a unique online video series titled Howie Clean It, where Mandel, alongside ISSA cleaning experts, explores the often-hidden grime in seemingly spotless environments, thereby educating viewers on what true cleanliness entails. By encouraging audiences to reconsider their definitions of clean, the campaign not only raises awareness but also promotes the Rethink Clean insignia, which signifies businesses that adhere to ISSA's elevated cleanliness standards. This interactive approach invites viewers to share their learnings on social media, effectively expanding the campaign's reach and fostering community engagement around cleanliness. The first episode, Howie Clean It, Episode 1: Hotel Edition, exemplifies this educational narrative, drawing significant attention and prompting viewers to rethink their assumptions about hygiene in public spaces. The campaign strategically targets health-conscious consumers and businesses eager to bolster trust through adherence to professional cleaning standards, positioning ISSA as a credible authority in the cleaning industry. What Clapboard's taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities—successfully utilizes Mandel’s comedic persona to cultivate brand recall and engagement. Clapboard rates this 63/100 in its global creative archive. This campaign underscores the vital role of expert-driven standards in shaping consumer expectations and business practices in a post-pandemic landscape.