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Empower Creates TV Commercial Embracing the Clean Freaks to Market Dremel Versa Power Tool
The Creative Media Agency garnered insights from social listening that revealed the mentality and attitude of “Cleaning Maximizers.”

CHICAGO (June 24, 2019) – Empower’s rapidly growing Chicago office is launching three national TV commercial spots for client Dremel, the leader in rotary tool systems and 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. View the videos.

“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. We also found that couples working together makes spot cleaning easier and more enjoyable. Furthermore, when a couple finds the right cleaning solution there’s no more fighting over who’s doing what in the chore routine. This data helped anchor the script and direction with a human element,” Strydom explains.

Even clean freaks don’t want to be bogged down with endless hours of scrubbing, wiping and mopping. That’s why the Dremel Versa power cleaning tool is the perfect solution for those daily tasks that can undoubtedly make you want to throw in the towel. These TV spots inspire them to tackle the toughest household grime with one awesome green clean machine.

About Dremel Versa

Tough cleaning jobs are a thing of the past with the powerful and versatile Dremel Versa. High-speed scrubbing, in a compact size, is ideal for tackling soap scum, baked on food, difficult grease, dirt and much more. The Lithium-Ion battery charges fast and is perfect for indoor and outdoor, dry and wet uses. The light-weight and compact design is ideal for single hand use and to tackle hard to reach places. Accessories changes are fast with the hook and loop interface. Switch from tile to glass, or upholstery to metal in no time, and use the Dremel Versa with or without water and cleaner based on the application. Visit Dremel’s website for more information.

About Empower

We are Empower, The Un-Holding Company. Our advantage is simple. Clients first – not shareholders.

From the day we opened our doors in 1985, Empower has challenged the media status quo. Decades later, this hustle manifested into what we call Creative Media.

Recognized by The One Show, as Campaign US’s Agency of the Year, as an Ad Age Agency A-List Standout and as MediaPost’s Media Agency of the Year, our integrated team of experts in Creative, Media, Analytics, and Word-of-Mouth Marketing outperforms expectations.

Some of our biggest fans include Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Brooks Running, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley HomeStore, Rust-Oleum, The Body Shop and PetSmart. 

Empower is headquartered in the historic Over-the-Rhine neighborhood of downtown Cincinnati. Our Chicago office is located in the city’s bustling River North neighborhood, just steps from the Merchandise Mart. 

While much has evolved in our 35-year history, we remain independent with plenty of Midwest hustle…

Find us on Twitter, LinkedIn, Facebook, Instagram and online.