Molly Campbell
Think of some popular commercials. How do the most effective ones catch viewers’ attention? Are they funny? Serious? Sad? Simply informative? Everyday, people are exposed to so many commercials that they often see them as a nuisance and may not pay much attention to exactly what effect a certain commercial is designed to have. However, with a closer look one can see that each commercial has been created to target the audience in a specific way. The actors, settings, and stories to tell in a commercial are handpicked from millions of possibilities. In a recent commercial for the Swiffer WetJet entitled “Cleaning is Easier with Morty and Lee,” the Swiffer company specifically chooses to showcase the lives of an elderly couple in order to make their product emotionally and practically appealing.
By telling a real-life story, the Swiffer company creates a commercial that is relatable for viewers. The commercial is set in Morty and Lee Kaufman’s home, and they are a fairly typical couple. A common stereotype that men are the messy ones and their wives have to constantly clean up after them is highlighted in this commercial. Morty admits to being untidy: “I don’t do any cleaning. I make dirt” (Swiffer). Lee, on the other hand, represents the stereotypical housewife when she says, “I like a clean kitchen!” (Swiffer). While Lee is doing her best to get the housework done with her traditional mop and water, Morty just watches. While Lee marvels at the dirt picked up so easily by her new Swiffer WetJet, Morty just watches (Swiffer). In both of these instances it is not that Lee’s husband wants to ignore her feelings; it is simply that cleaning is just not important to him. Women who view this commercial will be able to identify with Lee; at one time or another they have no doubt found themselves tirelessly cleaning up after their onlooking husbands. On the contrary, Morty is a relatable character for men, the messy ones who are inattentive or oblivious to the housework their wives are constantly doing. Lee and Morty are a perfect example of this stereotype, and because it is so common in today’s society its representation in the commercial illustrates something that both women and men experience on a regular basis. It makes the commercial relatable for both groups and automatically causes it to resonate with them. This stereotype has been portrayed intentionally to make viewers feel emotionally connected to the commercial and is one major reason why Swiffer chose to share this particular couple’s story.
Next, the commercial specifically uses elderly actors in order to illustrate how simple and practical the product is to use and how far its design has come from the mops that are standard for people in Lee and Morty’s generation. In the beginning of the commercial, ninety year old Lee is shown struggling with her heavy old mop. She is shown trying to lift the mop up to the sink and wring it out and admits that she simply cannot do it: “I’m not big enough or strong enough for this” (Swiffer). Then, Morty and Lee find a box on their doorstep containing the Swiffer WetJet. Puzzled, Morty asks, “What is a WetJet?” (Swiffer). Lee, who is almost as confused, answers him: “I think it’s some kind of mopping device” (Swiffer). The box is so small that they can’t believe something inside of it could possibly replace their big traditional mop, showing that this is a practical, modern product. The Swiffer WetJet is infinitely easier for Lee to use than her conventional mop (Swiffer). The functionality of the product is emphasized when Lee shows her surprise at how well it works and how effortless it is to use. She says, “There sure is a lot of dirt on there. Morty!? Look how easy it is” (Swiffer). The creators of the commercial exaggerate this to leave potential consumers thinking that if a ninety year old woman can use the WetJet without difficulty then so can almost anyone else. The Kaufmans’ age is used to exaggerate the practicality of the product. Their amazed reaction to this new appliance is due in part to the fact that they are elderly, and Lee’s ability to use the product easily despite being ninety years old highlights its simplicity and user-friendliness.
Lastly, the creators of the commercial incorporate scenes of heartwarming interaction between the Kaufmans in order to get viewers to associate positive emotions with the product. Although Morty does not take an interest in cleaning himself, he is concerned about Lee trying to use the old mop. When he sees her struggling with it he worries aloud: “There should be some way to make it easier” (Swiffer). It is touching that although Morty is completely out of his element in the world of housework, he evidently cares for his wife enough that he wishes it did not have to be as difficult for her to get the clean kitchen that she desires. When the product is delivered to the Kaufman’s doorstep Morty calls Lee out to see it saying, “Here’s a box, babe, open it up” (Swiffer). It is endearing to hear Morty address Lee with such a romantic, charming term especially given that they are ninety years old. Then, after opening up the WetJet and having Lee show him how simple it is to use, Morty remarks, “It’s almost like dancing!” (Swiffer) and proceeds to twirl his wife around the kitchen. Scenes of affection and romance somehow always seem to be even more adorable when they involve seniors, and the Swiffer company takes advantage of this. Through the use of this elderly couple, the creators of the commercial are able to take scenes that would have been fairly emotive already and make them even more poignant. This is done deliberately to give the product sentimental appeal and make it memorable. When viewers see this appliance in stores, they will recall the emotional effect that the commercial had on them and will be more likely to purchase it.
In conclusion, it is very evident that the company chose to feature this particular couple for specific reasons in their commercial for the Swiffer WetJet. Lee and Morty and their story serve not only to demonstrate the usefulness and practicality of the product being advertised, but also to add emotional appeal to it. Lee and Morty are representatives of a stereotype that is seen frequently in society: men make messes, and women clean up after them. Swiffer uses this aspect of Lee and Morty’s lives to create a commercial that is relatable for male and female audiences, thus helping viewers develop a connection to the product. Even as an elderly woman, Lee is able to operate the Swiffer WetJet quite easily, proving its simplicity and usefulness. Morty is very affectionate towards his wife, making the commercial touching and causing viewers to associate positive emotions with the product. Swiffer could have selected countless other individuals for this commercial, but chose Morty and Lee because they make the product practically and emotionally alluring. After all, who could resist the idea of quick and easy mopping combined with a little love story?
Works Cited
Swiffer. Cleaning is Easier With Morty and Lee. Youtube. Youtube. 1 July 2013. Web. 10 Oct. 2015.