By Jenny Berg Posted January 7, 2014, 7:15 AM EST
NEW YORK After loads of confetti poured down on Times Square to usher in 2014, partygoers went to bed—and Mr. Clean went to work. The company teamed up with the Times Square Alliance and the New York City Department of Sanitation on a massive cleanup effort that took place in the wee hours of January 1. The activation saw a 25-person cleaning crew—known as the Mr. Clean Team—performing synchronized dance numbers as participants helped sweep up the public space. The team was led by Julie Edelman, a lifestyle and cleaning expert, who was also on hand to offer cleaning tips and show off Mr. Clean's new Liquid Muscle product.