Mr Muscle

Clean Less. Dream More.

Traditionally Chinese parents have sacrificed their dreams to care for their family. By the time their children are grown, they feel that their aspirations are out of reach. As a brand that believes in cleaning less and living more, Mr Muscle saw an opportunity to inspire and enable parents to revisit their forgotten passions. To start this movement, we targeted Chinese Singles Day (11.11), a day where everyone is encouraged to do something special for themselves, and turned it on it’s head by telling the powerful story of how a grateful daughter, with the help of Mr Muscle, inspired her mother to rekindle her love of music. In the end, this film struck a chord with millions of viewers across China and compelled them to #FindTheTimeToDream.