Advertising and popular culture
The slogan for the original Ajax laundry detergent was "Stronger than dirt!", trademarked by Colgate-Palmolive Company.[7] This slogan was often advertised with a knight in armor riding a white horse. The "Stronger Than Dirt!" phrase even ended the song "Touch Me" by The Doors, reflecting its popularity at the time.[8]
Additionally, the USPTO shows that Colgate-Palmolive Company also held a trademark for "Stronger than grease" until 2023.[9] While Ajax's products are labeled with "Stronger than dirt" as listed on their website,[10] a Greek City Times story referenced a viral social media post that suggested "Stronger than grease" was a pun referencing the Greek mythological hero Ajax, though Colgate-Palmolive never confirmed this interpretation.[11] Colgate ceased advertising in the United Kingdom for the brand in January 1996.[12]
American actor Eugene Roche gained fame as Ajax man "Squeaky Clean" in many television commercials of the 1970s.[13]
In the United Kingdom, character actress Ann Lancaster appeared on television advertisements featuring the slogan "It cleans like a white tornado".
In 1977, Steptoe and Son actors Wilfrid Brambell and Harry H. Corbett appeared in two television advertisements for Ajax, recorded during their tour of Australia.
In the Philippines, actress Lorli Villanueva appeared in television commercials, featuring her character as "Maxima Labandera" in the 1970s.[14] Lito Lapid, Jimmy Santos, Nida Blanca also starred in various Ajax detergent commercials from 1988 to 1992. Blanca's frequent co-star Dolphy was the final brand ambassador of Ajax detergent from 1994 until the product's discontinuation in 2000.
In Australia, Ajax Spray n' Wipe television commercials appeared from 1988 to 2010, all voiced by Robyn Moore singing a jingle [15] to the tune of Ian Dury's song "Billericay Dickie". The ads featured soap opera actress Paula Duncan.[16]
