P&G Strikes Chord With Swiffer Ad Featuring Amputee

Publicis Kaplan Thaler Tell Tale of Zack Rukavina

Published on Jan 17, 2014

Editor's Pick

Publicis Kaplan Thaler already made America say "aww" with its ads featuring the ultra-adorable senior couple, Lee and Morty. Now, the agency scores another win with the tale of Zack Rukavina, a California man with only one hand. Many ads featuring amputees or those with physical disabilities tend to go out of their way to showcase them as magical superhumans whose impediments have little effect on their lives. But Swiffer takes the opposite approach, addressing Zack's limitations directly and showing -- with little fanfare, how he and his family's ilves are made better by the brand's products.

Already, chatter on forums and support groups is largely supportive, with viewers thanking Swiffer for presenting Zack so "normally" -- and even featuring him at all.

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Jan 17, 2014
Publicis Kaplan Thaler
Rob Feakins
Creative Director:
Frank Bele
Creative Director:
Andy Landorf
Creative Director:
Kim Bartkowski
Senior Producer:
Hadleigh Arnst
Chief Production Officer:
Lisa Bifulco
Director of Broadcast Production:
Nadia Blake
Music Producer:
Theresa Notartomaso
Stephen Frandsen
Production Company:
Hero Content
Executive Producer:
Michael Downey
Jason Haymond

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