Mr. Clean announces his 'retirement'
The advertising icon, who made his debut in 1958, announced on Instagram that he was "hanging up his whites." Don't expect him to be gone too long
Courtesy: Proctor & Gamble
Mr. Clean, who helped make shaved heads cool and, alongside James Dean, brought about the era of the plain white t-shirt, has announced his retirement. Don't expect it to last.
The advertising icon last week announced he was "hanging up his whites" to take some time off. The products bearing his shiny dome, however, will remain on the market.
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"After a career with zero stains on the record, he's ready for new adventures," a voiceover on the Instagram post says as Veritably Clean (his full name) smirks from a podium wearing a powder blue Hawaiian shirt and shades.
When will we learn of Mr. Clean's plans? That’s a mystery expected to be solved on March 4, hints Proctor & Gamble, which owns the Mr. Clean brand.
Never underestimate the head-turning power of messing with an iconic brand character. Mr. Peanut's "death" in 2020 was the talk of the Super Bowl. And Dos Equis' recent revival of The World's Most Interesting Man in its ad campaign was a pop culture event.
Mr. Clean's announcement got acknowledgement from other brands, including Instacart and fellow P&G brand Old Spice. And the company certainly captured consumers' attention. "Pls have it be he goes on tour with pitbull," wrote one Instagram commenter, while another fan begged, "Mr. Clean don’t break my heart like this".
In a follow-up post Monday, the mascot posted a shot of himself in a blue t-shirt with the hashtag #TheRealMe.
Mr. Clean is more than a familiar face on the container of cleaning products. In his 68-year career, the silent fellow, who has (until now) stuck with an all-white wardrobe, has also inspired dolls, masks, and Halloween costumes.