I love South African creativity. So keeping the bar as high as it should be, I’m starting a weekly series on Creative Ads in South Africa with a cheeky one! 🧼
Handy Andy wiped out the competition to be voted South Africa’s best household cleaner, ahead of two brands from the same company, Unilever.
Unilever celebrated the win internally with cheeky posters at their HQ in Durban. Shoutout to the creative agency, Machine_ for this witty ‘Wipe Out’ campaign! 🇿🇦
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Why the Handy Andy “Wipe Out” Campaign Shines: A Playful Masterclass in Creativity
Wordplay and Humour
Wipe out is a playful metaphor linked directly to what Handy Andy does — clean surfaces —while implying that it “wiped out” its competitors in the market, positioning the brand as a leader in its category.
Subtle Competitive Edge
The campaign acknowledges its competition in a light-hearted, cheeky way without being overly aggressive or negative. This is particularly true because the other brands it outperformed are part of the same parent company, Unilever, which added a layer of playful internal rivalry. I’d love to be a fly on the wall of those Unilever team marketing meetings!
Internal Celebration
Launching the campaign internally within Unilever’s HQ reinforces a sense of pride and camaraderie within the company. The cheeky posters turned an internal achievement into a celebration, boosting morale and encouraging employees to rally around the brand’s success.
Cultural Relevance
The campaign taps into the South African market, where humour and clever wordplay are often appreciated. It resonates with the local audience, making the campaign engaging and highly relatable.
Roxzanne van Eyk is a content strategist, premium ghostwriter, brand builder and founder of Click Culture. The company specialises in retail, franchise and customer service brands. Follow her on Twitter, LinkedIn or join us on Facebook.
