Deeply Absorbing: The ShamWow Story

ShamWow
ShamWow

Across three weekends in the summer of 2007, an Israeli-born filmmaker and entrepreneur named Offer Shlomi shot a two-minute commercial extolling the virtues of the ShamWow, a cleaning towel that promised to soak up 20 times its weight in spilled liquids.

Shlomi—going by the name Vince Offer—handled the yellow cloth with the dexterity of a stage magician, wiping up small puddles and blotting soda-soaked carpets.

The towels were made in Germany. “You know the Germans always make good stuff,” Offer told the camera. And it wasn’t just for the kitchen: you could use it as a bathmat, as an RV polisher, or to dry the dog. “Olympic divers use it as a towel," Offer said. Did they? Who knew?

In contrast to the polished infomercial pitchmen of the era, like the high-decibel Billy Mays, Offer’s approach was more conversational. “You following me, camera guy?” he asked, motioning for a close-up of a wring-out. Even the ad’s catchphrase (“You’ll be saying 'wow' every time”) was delivered as though Offer had just rolled out of bed. He seemed profoundly unconcerned with the whole thing. If viewers didn't know a good deal when they saw it, it wasn't his problem.

The lackadaisical approach worked: millions of ShamWows were sold. Offer became the Chewbacca Mom of his time, a curious personality that lent a new kind of attitude to the kitschy direct-sales market once dominated by chicken roasters and hair-in-a-can.

"The ShamWow Guy," however, would stress that he wasn’t looking to become the next Ron Popeil. (Or the next Billy Mays, who would shortly become something of a nemesis.) What he really wanted to do was direct.

ShamWow

Vince Offer had arrived in Los Angeles after dropping out of his Brooklyn high school in the late 1970s, picking up odd jobs before finding that he could capture attention at area flea markets. Raised on a diet of Crazy Eddie commercials that once showered the East Coast, he spoke quickly and with conviction, pushing items like an early version of the Slap Chop vegetable dicer and honing his blasé attitude.

“Nice doesn’t get people to stop,” Offer told CNBC in 2008. “People stop when you are aggressive and when you bring them in.”

By 1996, Offer had sold enough Slap Chops to fund an independent sketch comedy film he wrote and directed titled The Underground Comedy Movie. The reviews were unkind—The New York Times called it a "sorry enterprise"—but Offer was convinced the raunchy approach could work with the right marketing. After watching an infomercial for the amateur video series Girls Gone Wild, Offer produced an ad pushing the film that ran between the hours of 2 and 4 a.m. on Comedy Central. Underground went on to sell 50,000 copies via mail order, and another 50,000 in stores.

The direct-to-consumer approach made Offer think back to his flea market days. In 2006, he developed a twist on the kind of super-absorbable and reusable cleaning towels common at booths by stressing their value over sponges and disposable paper towels. After dismissing Sham It Up! and Sham It as possible names, Offer settled on ShamWow. (It was a play on the French pronunciation of chamois, a soft leather wipe.) The commercial, shot in Glendale, California, cost $20,000 to produce and began to air in early 2008.

Almost immediately, Offer’s bizarre sales approach captured people's attention. Slate columnist Seth Stevenson endorsed Offer's “street smart” persona. “He makes us feel like idiots for even entertaining the notion of not buying a ShamWow,” Stevenson wrote. “He seems truly dumbfounded that anyone might fail to see the wisdom of dropping $28 … on a set of rags.”

The 23.5-inch by 20-inch rags (and a smaller 15- by 15-inch blue version) came eight to a set, but three of them went for a wholesale price of just 50 cents. The real value was in Offer's demonstration, which made the ShamWow seem like the kind of forward-thinking sponge that would emerge from an Apple lab.

But the towel wasn’t without controversy. Both Consumer Reports and Popular Mechanics tested Offer’s claim that the cloth could soak up 20 times its weight in spills, finding that it was closer to 10 to 12 times for water and soda. (Consumer Reports did, however, endorse its exceptional motor oil-sucking abilities.) A columnist for the Chicago Tribune inexplicably wrapped a ShamWow around his infant’s midsection and declared the towel contained the coming urine without spilling a drop.

Mays was unimpressed with ShamWow's capacity for baby pee. He expressed annoyance that the product was similar to the Zorbeez towel he had already been pitching for two years, asserting that his cleaning wipe was the more effective of the two. But in a 2009 test, Popular Mechanics reported the Zorbeez had simply pushed liquids around while the ShamWow had taken care of beer and even melted snow without incident, the messes “sucked up as if with a straw.”

ShamWow

Offer followed the ShamWow with a pitch for his Slap Chop, inserting innuendo in ads in an attempt to draw more viral attention to the product. (Mays popped up again to counter it was derived from the Quick Chop he had been peddling.) Though he declined to offer sales specifics, Offer told CNBC sales of the ShamWow were “in the millions” and that he had no interest in pitching anyone else’s products.

If there was opportunity to do so, it came to a halt in February 2009, when Offer was arrested for fighting with an alleged prostitute. According to NBC, the altercation resulted in a charge of aggravated assault for both parties. (Prosecutors didn’t pursue the case.) Speaking about the incident in 2013, Offer told NBC that he took “full responsibility” and that the event caused him to throttle back on his partying habits.

He later marketed the Schticky, an adhesive roller, and a cleaning solution called InVinceable, but neither resonated with consumers quite like the ShamWow. The product is still for sale via direct mail, and Offer's face still graces the product's home page, which also makes use of consumer testimonials.

“I received a ShamWow set as a gift at Christmas,” reads one endorsement. “I never used them, but yesterday our toilet overflowed. We opened the box of ShamWows, and they were a real life saver! The ShamWows worked better than both mops we had in the house, and they washed up really well. I'm ordering another set today!"

10 Products for a Better Night's Sleep

Amazon/Comfort Spaces
Amazon/Comfort Spaces

Getting a full eight hours of sleep can be tough these days. If you’re having trouble catching enough Zzzs, consider giving these highly rated and recommended products a try.

1. Everlasting Comfort Pure Memory Foam Knee Pillow; $25

Everlasting Comfort Knee Pillow
Everlasting Comfort/Amazon

For side sleepers, keeping the spine, hips, and legs aligned is key to a good night’s rest—and a pain-free morning after. Everlasting Comfort’s memory foam knee pillow is ergonomically designed to fit between the knees or thighs to ensure proper alignment. One simple but game-changing feature is the removable strap, which you can fasten around one leg; this keeps the pillow in place even as you roll at night, meaning you don’t have to wake up to adjust it (or pick it up from your floor). Reviewers call the pillow “life-changing” and “the best knee pillow I’ve found.” Plus, it comes with two pairs of ear plugs.

Buy it: Amazon

2. Letsfit White Noise Machine; $21

Letsfit White Noise Machine
Letsfit/Amazon

White noise machines: They’re not just for babies! This Letsfit model—which is rated 4.7 out of five with nearly 3500 reviews—has 14 potential sleep soundtracks, including three white noise tracks, to better block out everything from sirens to birds that chirp enthusiastically at dawn (although there’s also a birds track, if that’s your thing). It also has a timer function and a night light.

Buy it: Amazon

3. ECLIPSE Blackout Curtains; $16

Eclipse Black Out Curtains
Eclipse/Amazon

According to the National Sleep Foundation, too much light in a room when you’re trying to snooze is a recipe for sleep disaster. These understated polyester curtains from ECLIPSE block 99 percent of light and reduce noise—plus, they’ll help you save on energy costs. "Our neighbor leaves their backyard light on all night with what I can only guess is the same kind of bulb they use on a train headlight. It shines across their yard, through ours, straight at our bedroom window," one Amazon reviewer who purchased the curtains in black wrote. "These drapes block the light completely."

Buy it: Amazon

4. JALL Wake Up Light Sunrise Alarm Clock; $38

JALL Wake Up Light Sunrise Alarm Clock
JALL/Amazon

Being jarred awake by a blaring alarm clock can set the wrong mood for the rest of your day. Wake up in a more pleasant way with this clock, which gradually lights up between 10 percent and 100 percent in the 30 minutes before your alarm. You can choose between seven different colors and several natural sounds as well as a regular alarm beep, but why would you ever use that? “Since getting this clock my sleep has been much better,” one reviewer reported. “I wake up not feeling tired but refreshed.”

Buy it: Amazon

5. Philips SmartSleep Wake-Up Light; $200

Philips SmartSleep Wake-Up Light
Philips/Amazon

If you’re looking for an alarm clock with even more features, Philips’s SmartSleep Wake-Up Light is smartphone-enabled and equipped with an AmbiTrack sensor, which tracks things like bedroom temperature, humidity, and light levels, then gives recommendations for how you can get a better night’s rest.

Buy it: Amazon

6. Slumber Cloud Stratus Sheet Set; $159

Stratus sheets from Slumber Cloud.
Slumber Cloud

Being too hot or too cold can kill a good night’s sleep. The Good Housekeeping Institute rated these sheets—which are made with Outlast fibers engineered by NASA—as 2020’s best temperature-regulating sheets.

Buy it: SlumberCloud

7. Comfort Space Coolmax Sheet Set; $29-$40

Comfort Spaces Coolmax Sheets
Comfort Spaces/Amazon

If $159 sheets are out of your price range, the GHI recommends these sheets from Comfort Spaces, which are made with moisture-wicking Coolmax microfiber. Depending on the size you need, they range in price from $29 to $40.

Buy it: Amazon

8. Coop Home Goods Eden Memory Foam Pillow; $80

Coop Eden Pillow
Coop Home Goods/Amazon

This pillow—which has a 4.5-star rating on Amazon—is filled with memory foam scraps and microfiber, and comes with an extra half-pound of fill so you can add, or subtract, the amount in the pillow for ultimate comfort. As a bonus, the pillows are hypoallergenic, mite-resistant, and washable.

Buy it: Amazon

9. Baloo Weighted Blanket; $149-$169

Baloo Weighted Blanket
Baloo/Amazon

Though the science is still out on weighted blankets, some people swear by them. Wirecutter named this Baloo blanket the best, not in small part because, unlike many weighted blankets, it’s machine-washable and -dryable. It’s currently available in 12-pound ($149) twin size and 20-pound ($169) queen size. It’s rated 4.7 out of five stars on Amazon, with one reviewer reporting that “when it's spread out over you it just feels like a comfy, snuggly hug for your whole body … I've found it super relaxing for falling asleep the last few nights, and it looks nice on the end of the bed, too.” 

Buy it: Amazon 

10. Philips Smartsleep Snoring Relief Band; $200

Philips SmartSleep Snoring Relief Band
Philips/Amazon

Few things can disturb your slumber—and that of the ones you love—like loudly sawing logs. Philips’s Smartsleep Snoring Relief Band is designed for people who snore when they’re sleeping on their backs, and according to the company, 86 percent of people who used the band reported reduced snoring after a month. The device wraps around the torso and is equipped with a sensor that delivers vibrations if it detects you moving to sleep on your back; those vibrations stop when you roll onto your side. The next day, you can see how many hours you spent in bed, how many of those hours you spent on your back, and your response rate to the vibrations. The sensor has an algorithm that notes your response rate and tweaks the intensity of vibrations based on that. “This device works exactly as advertised,” one Amazon reviewer wrote. “I’d say it’s perfect.”

Buy it: Amazon

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Good Gnews: Remembering The Great Space Coaster

Tubby Baxter and Gary Gnu in The Great Space Coaster.
Tubby Baxter and Gary Gnu in The Great Space Coaster.
YouTube

Tubby Baxter. Gary Gnu. Goriddle Gorilla. Speed Reader. For people of a certain age, these names probably tug on distant memories of a television series that blended live-action, puppetry, and animation. It was The Great Space Coaster, and it aired daily in syndication from 1981 to 1986. Earning both a Daytime Emmy and a Peabody Award for excellence in children’s programming, The Great Space Coaster fell somewhere in between Sesame Street and The Muppet Show—a series for kids who wanted a little more edge to their puppet performances.

Unlike most classic kid’s shows, fans have had a hard time locating footage of The Great Space Coaster. Even after five seasons and 250 episodes, no collections are available on home video. So what happened?

Get On Board

The Great Space Coaster was created by Kermit Love, who worked closely with Jim Henson on Sesame Street and created Big Bird, and Jim Martin, a master puppeteer who also collaborated with Henson. Produced by Sunbow Productions and sponsored by the Kellogg Company and toy manufacturer Hasbro, The Great Space Coaster took the same approach as Sesame Street of being educational entertainment. In fact, many of the puppeteers and writers were veterans of Sesame Street or The Muppet Show. Producers met with educators to determine subjects and content that could result in a positive cognitive or personal development goal for the audience, which was intended to be children from ages 6 to 11. There would be music, comedy, and cartoons, but all of it would be working toward a lesson on everything from claustrophobia to the hazards of being a litterbug.

The premise involved three teens—Danny (Chris Gifford), Roy (Ray Stephens), and Francine (Emily Bindiger)—who hitch a ride on a space vehicle piloted by a clown named Tubby Baxter. The crew would head for an asteroid populated by a variety of characters like Goriddle Gorilla (Kevin Clash). Roy carried a monitor that played La Linea, an animated segment from Italian creator Osvaldo Cavandoli that featured a figure at odds with his animator. The kids—all of whom looked a fair bit older than their purported teens—also sang in segments with original or cover songs.

The most memorable segment might have been the newscast with Gary Gnu, a stuffy puppet broadcaster who delivered the day’s top stories with his catchphrase: “No gnews is good gnews!” Aside from Gnu, there was Speed Reader (Ken Myles), a super-fast sprinter and reader who reviewed the books he breezed through. Often, the show would also have guest stars, including Mark Hamill, boxer “Sugar” Ray Leonard, and Henry Winkler.

All of it had a slightly irreverent tone, with humor that was more biting than most other kid’s programming of the era. The circus that Tubby Baxter ran away from was run by a character named M.T. Promises. Gnu had subversive takes on his news stories. Other characters weren’t always as well-intentioned as the residents of Sesame Street.

Off We Go

The Great Space Coaster was popular among viewers and critics. In 1982, it won a Daytime Emmy for Outstanding Individual Achievement in Children’s Programming—Graphic Design and a Peabody Award in 1983. But after the show ceased production in 1986, it failed to have a second life in reruns or on video. Only one VHS tape, The Great Space Coaster Supershow, was ever released in the 1980s. And while fan sites like TheGreatSpaceCoaster.TV surfaced, it was difficult to compile a complete library of the series.

In 2012, Tanslin Media, which had acquired the rights to the show, explained why. Owing to the musical interludes, re-licensing songs would be prohibitively expensive—potentially far more than the company would make selling the program. Worse, the original episodes, which were recorded on 1-inch or 2-inch reel tapes, were in the process of degrading.

That same year, Jim Martin mounted an Indiegogo crowdfunding campaign to try and raise funds to begin salvaging episodes and digitizing them for preservation. That work has continued over the years, with Tanslin releasing episodes and clips online that don’t require expensive licensing agreements and fans uploading episodes from their original VHS recordings to YouTube.

There’s been no further word on digitizing efforts for the complete series, though Tanslin has reported that a future home video release isn’t out of the question. If that materializes, it’s likely Gary Gnu will be first to deliver the news.