Bloo Acticlean uses Mike Reid in animated Poulter Partners TV spot

The macho voice of Mike Reid is taking over from Julian Clary's more refined tones in new TV advertising aimed at toughening up the image of Jeyes' latest toilet cleaning product.

The former EastEnders star, currently part of an unlikely duo with David Hasselhoff in advertising for Sky +, provides the voiceover in an animated commercial to launch Bloo Acticlean.

Poulter Partners in Leeds produced the 30-second spot, which goes on air nationally this Friday supported by a £1 million-plus spend.

In the film, introducing what Jeyes claims is the first ever in-cistern toilet cleaner, Reid voices the Mr Bloo character, who highlights the cleaning credentials of Bloo Acticlean.

The commercial was written by Graham Doran and art directed by Paul Moran. It was directed by Nigel Paye through Tandem.

John Ayling & Associates is buying media for the campaign, which is intended to contemporise the Mr Bloo character and keep it top-of-mind with consumers in a crowded market where own-label products are a threat.

Alexandra Johnson, the head of advertising at Poulter Partners, commented: "The new advertising campaign builds on the existing equity of Mr Bloo, with the new character positioning Bloo Acticlean as a strong and effective toilet cleaner."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).