They were the pioneers in an advertising strategy for Swiffer built on ordinary people, rather than actors, and the public responded with adoration and a click count that soared into the millions.
A three-minute spot intended for the internet was produced and got such a response that it was carved up into shorter segments for social media and television commercials; a string of other Swiffer ads using ordinary people followed. The Kaufmans’ eureka moments in the bits were genuine enough — the couple said later that they’d been unaware of Swiffer products before the filming.
“The bottom line is, don’t die young,” she said. “There are too many things that can happen.”