The television campaign, which will air nationally from 3 June, introduces three Surf variants: Sunshine, Breeze and Spring.
In a complete change from Lowe's "science of removing dirt" strategy, BBH is using animated characters to encourage consumers to "look on the bright side".
Two television spots and an outdoor campaign introduce "Surf's law".
This aims to show that viewers can make light of the little things that irritate them because Surf's performance always gives something to smile about.
The first 30-second execution shows a woman struggling with a number of socks that keep jumping out of her laundry basket to evade the washing machine.
Just when she seems to have captured them all, one is revealed to be hiding under the basket. The ad reassures viewers that all the other clothes will smell fresh and the voiceover says: "Look on the bright side."
The second ad shows a bird, who is desperate to relieve itself, perched above a woman who is hanging out her sheets to dry. Viewers are told Surf guarantees to remove the 99 top stains.
The ads were written by Dave Monk and art directed by Matt Waller.
Media planning and buying is through Initiative Media.