The 'laziest influencer' makes cleaning effortless—literally

Ad Nut may be a hyperactive squirrel, but even this nut-hoarding dynamo understands the joy of doing absolutely nothing.

Which is precisely why Ad Nut appreciates the pure genius of S.C. Johnson's latest Kabikiller Easy Continuous Jet campaign. The brand has put the world’s most notorious slacker—a sloth—in charge of selling mould cleaner. After all, if you’re trying to convince people that cleaning no longer requires elbow grease, who better to deliver that message than nature’s ultimate procrastinator? The pitch is brilliantly simple—Kabikiller’s new product cuts cleaning time in half, making it so effortless that even a creature whose entire existence revolves around "why rush?" can manage it. 

At the heart of the campaign by VML and Ogilvy Japan is a charming 30-second spot featuring our loveable, furry friend doing what he does best—absolutely nothing. And the best part? He doesn’t have to, because the new bottle is designed to make spraying faster and easier than ever before. Less scrubbing, less effort, and more time to embrace your inner sloth. It’s a clever visual metaphor: if the slowest-moving creature on the planet can handle this, so can you.

Mr. Easy, our sloth spokesperson, has become something of a social media sensation, dropping pearls of wisdom that perfectly capture our collective attitude toward household chores. With zingers like "Lift a finger? Sure, if I had any", "Cleaning bathrooms versus a cocktail by the pool... hmm, let me think", and the philosophical "If conserving energy is an art, call me Leonardo", he's become the voice of our inner procrastinator. 

The campaign's genius lies in its understanding of a universal truth: Nobody wants to clean mould. By positioning their product as the lazy person's solution to a necessary evil, they've struck gold. Mr. Easy is infinitely more entertaining than watching someone actually scrub tiles, and the numbers prove it—according to numbers shared, Kabikiller has claimed 30% of the market since the campaign launched. Not too shabby for a mascot whose greatest achievement is hardly achieving anything at all.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.