• by Steve McClellan  @mp_mcclellan, July 2, 2019

Empower’s  Chicago office is launching three national TV commercial spots for client Dremel, maker of rotary tool systems and a subsidiary of the Robert Bosch Tool Corporation.  

The 15-second and two six-second spots take a humorous approach to even the tidiest of homeowner’s most dreaded cleaning struggles. Sample the work here.   

The agency garnered insights from social listening that revealed the mentality and attitude of “Cleaning Maximizers.”  

“They are obsessed with cleaning, technology and a DIY mindset,” said Chief Creative Officer Tinus Strydom. “We centered the creative around the opportunity to let clean freaks in on a big secret: there’s now a silver bullet for their spot cleaning needs.”