Everyone indulges in the occasional car dinner, but what happens when an inevitable spill happens? For those moments, water repellant brand Rain-X has launched a new product line, Rain-X Pro Interior, designed to clean and repel interior stains.
To mark the moment, Rain-X is debuting a new spot developed in partnership with its creative agency of record, Cramer-Krasselt (C-K). “Spills Happen” shows how the power of Rain-X can translate from the exterior to the interior. It turns a traditional product demo on its head by espousing the product’s benefits from the source of the mess itself — a juicy, drippy cheeseburger.
“Introducing a new line of interior products in such a competitive category meant we had to create something that’s truly distinctive,” said John A. Naoum, Group Brand Manager at ITW. “Cramer-Krasselt helped us do just that with ‘Spills Happen.’ We’re not just showing how Rain-X Pro Interior cleans and repels; we’re bringing a relatable, everyday mess to life in a way that’s impossible to ignore.”
The spot is live across TV and social nationwide.
“Traditional product demos often blend into the background, so we wanted to create something unexpected,” said Betsy Brown, EVP, Managing Director, Cramer-Krasselt. “By giving a voice to the source of the mess — a talking, drippy cheeseburger — we’ve turned a simple demonstration into a memorable, entertaining story that highlights the power of Rain-X Pro Interior.”
