BBH unveils new Persil campaign

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LONDON - Bartle Bogle Hegarty has launched its first TV ad to kick off the global campaign for Persil's "Dirt is Good" strategy

The 60-second ‘Roboboy' ad, which breaks today, stars a sad robot, who gradually transforms into a boy, after playing outside and splashing around in a muddy pool during a rainstorm.

It ends with the strapline "Every child has the right to be a child.  Dirt is Good."

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