T-shirt comes clean off in France

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Mr. Clean reveals that all that housework has been quite a good workout in an French outdoor ad appearing this month. Procter & Gamble Co. has been using a topical approach in ads for its household cleaner called Mr. Propre in France, for example running a poster of the Mr. Clean character holding a heart-shape sponge for Valentine's Day (AA, Feb. 21). The beefcake Mr. Clean, baring his chest for the first time, marks International Women's Day on March 8. The slogan in the ad from Grey, Paris: "There's nothing like a man who offers you his body." The topical ads are scheduled to continue throughout the year, at a rate of one a month, but are currently limited to France.
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