Mr Sheen returns to TV in live action reboot

Mr Sheen, the eponymous mascot of the RB-owned cleaning product, is following in the footsteps of Iron Man and Captain America, by making the leap from cartoon to live action in a new TV campaign.

Created by Havas London, "Back to banish dust" is the brand’s first TV appearance in almost a decade.

The character is shown in an abandoned aircraft hangar, dusting off his signature red plane, ready to set off on a new mission to banish dust from British homes. Mr Sheen’s full visage is kept tantalisingly out of view – but viewers are treated to a close-up of his bushy moustache.

It was created by Dan Scott and Tom Manning, and directed by Rob Kaplan through Generator Films. The media agency is Zenith.

The TV spot will be supported by digital and in-store promotions, as part of a £800,000 campaign. The brand has also been given a packaging revamp, highlighting its "Dust trap" technology and fragrance.

Holly McCarthy, UK marketing manager at RB, said: "After almost a decade, we are very excited to bring the iconic Mr Sheen character back to the TV screen, with a slick new advertising campaign as well as updating our packaging, with the overall aim of reappraising the brand for the current day.

"Thanks to clearer on-pack communication, we firmly believe that consumers will understand the key benefits of the range and will help with the decision-making process in store."

Elliot Harris, creative director for RB at Havas, said it had been "a pleasure to reimagine an age-old classic".

He continued: "'Mr Sheen shines umpteen things clean!’ was one of those great, quintessentially British lines. We hope audiences love the cheery reminders of the old ads from the jingle to the larger than life moustache."

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