A U.S. District judge in New York late Friday issued a temporary restraining order sought by Procter & Gamble Co., Cincinnati, to halt a direct-comparison TV spot for S.C. Johnson & Son's Pledge Grab-It electrostatic dust mops and cloths. The commercial, which broke in late November from FCB Worldwide, Chicago, claims Pledge Grab-It cloths are superior to P&G's Swiffer at picking up dust and dirt because Swiffer cloths have a looser weave. In a complaint filed last week, P&G claimed the ad was misleading and would do irreparable harm to Swiffer in the early stages of its rollout, which began in July. The court has yet to rule on a preliminary injunction that could halt the Pledge ads permanently. A spokeswoman at Racine, Wis.-based S.C. Johnson said the company disagrees with the ruling but hasn't decided yet whether to appeal.
Copyright December 1999, Crain Communications Inc.