What happens when spring cleaning meets survival horror? Japanese household brand Magiclean has launched Silent Cleaning, a free video game that transforms its everyday cleaning products into deadly (and surprisingly fun) weapons.
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Available now on Steam, the game cleverly flips the tropes of cult franchises like Resident Evil and Silent Hill. Instead of gunning down zombies, you’re scrubbing stains in a creepy, abandoned countryside home. Your mission? Clean the house top to bottom before a real estate agent arrives. The twist? A blind monster with razor-sharp hearing stalks the halls, scrub too hard, and you’ll regret it.
In Silent Cleaning, every household chore becomes a nerve-wracking mission. Players wield 3D versions of Magiclean’s actual products, tackling grime while solving puzzles to unlock new areas. The tension builds around a simple dilemma: do you take the time to polish a surface spotless, or stop before the noise draws the monster to you?
The finale even delivers a hero moment, an epic showdown featuring Magiclean’s EXPOWER limescale spray as the ultimate weapon. It’s a seamless brand integration that’s so effective, some players reportedly went out and bought the product after playing.
More than a gimmick, Silent Cleaning is a fully fledged indie game with about 90 minutes of playtime. Kao, Magiclean’s parent company, went one step further by authorizing monetized streaming on Twitch and YouTube, encouraging creators to share the experience.
The result: a viral campaign that blends branded content, gaming culture, and word-of-mouth. Instead of a traditional ad spot, Magiclean created an interactive cultural moment, proving once again that marketing can be both playful and powerful when it embraces the medium.
