Michael Gracey of Partizan directed this web/TV spot, titled “The Mechanic,” which introduces us to a mechanic who at the end of the day is given the unenviable task of cleaning a dirty, grimy garage. However, from this supposed drudgery springs a new genre, dubbed “Cleantertainment” by BETC Paris, the agency behind the campaign for cleaning product brand Cillit Bang.
Our hero mechanic–portrayed by Daniel Cloud Campos, a front dancer on Madonna’s tours–proceeds to clean the facility, hoofing acrobatically to the beat of a version of the Flashdance tune “She’s A Maniac” while spraying Cillit Bang all about. This high energy choreography, aided by an overhead sprinkler rinse, yields a sparkling clean garage.