Scotch-Brite Easy Sweeper & Wet Wipes: Angry Wives Club

Housecleaning is seen as a ‘necessary evil’ and certainly not something at the top of people’s minds. To create excitement and conversations, we used an interesting insight that women in Singapore wished their men could be more involved in doing the housework.

Introducing the Angry Wives Club (AWC) - a fictitious support group where these 'frustrated' women can come together and find ways to rectify their situation. AWC helps women figure out how to ‘treat’ their men, and gives them a platform to learn and exchange tips on how to get their men to help out. The Easy Sweeper is featured as one of the key tips because it makes cleaning so simple men have no more excuses to cop out. To top it off, women can show off their ‘converted’ men through a photo contest to win attractive prizes. Facebook app –

Advertising Agency: Wunderman, Singapore
Creative Director: Keith Tan
Art Director: Moses Gunarman
Designer: Cyndy Messah
Developers: Adrian Liew, Tan Kai Hui, Emil Purugganan
Copywriters: Nicholas Chia, Chen Shanghao
Production Company: Critica
Released: December 2012


brandlover's picture
165 pencils

...and angry wives can be slingshot to defeat evil sponges.

kleenex's picture
30976 pencils

Not working for me...

Klara K.'s picture
Klara K.
2695 pencils

What is the message?

emiliete's picture
646 pencils

I loved the concept, but not the execution.

philippertl's picture
656 pencils

This could've been really funny but it's NOT.

the pencil's picture
the pencil
235 pencils

Good idea wasted on bad acting & execution.

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