Creative agency Euro RSCG has launched a campaign for Reckitt Benckiser cleaning product Easy Off Bam by sending out a tailored exercise DVD that incorporates the use of the product.

The ‘Bamercise: Clean and get lean’ DVD is fronted by an instructor called Bambi, who leads six followers through three exercise regimes that involve participants simulating cleaning while exercising.

A link to a website reveals more information on the characters, including testimonials from Bamercise adherents ‘Sharon and Wazza’.

“With Bamercise, your glutes can look as good as your grout lines,” explains a quote from Babmi on the back of the DVD.

Euro RSCG has previously produced the ‘Quantum Code’ for the James Bond franchise and ‘Goodbye Bush’ for Veet during the Obama inauguration.