New Arenas of Clean

Big and muscular, sporting a shaved head and earring before they became fashionable, Procter & Gamble’s Mr. Clean has been pounding away at bathtub rings and kitchen grime since 1958. “Look at him swipe up those ground-in black marks on linoleum,” gushes one of the first print ads for the all-purpose cleaner. “Even crayon pictures baby draws on woodwork. In your washer, he’ll help do a better job on baby’s diapers.”

Now Mr. Clean has taken on a new role. The icon appears in TV commercials for American Honda Motor Co., touting a low-emission Accord. Wearing his spotless white shirt and slacks, he stands in front of a white Accord and playfully winks during the voice-over: “Own Honda products and see what the neighbors will call you.”

Honda and its advertising agency, Santa Monica-based Rubin Postaer & Associates, believe Mr. Clean helps send a message about clean air. P&G;, meanwhile, benefits because Honda’s prime-time advertising helps Mr. Clean reach a broader audience. When it comes to sales, the brawny guy could use extra muscle. The brand ranks third among all-purpose cleaners, behind Clorox Co.’s Pine-Sol and Reckitt & Colman Inc.’s Lysol.