Bold 2 in 1 ad broadens family association

Procter & Gamble is extending its strategy of promoting its Bold detergent brand as an essential part of family life with a new ad which draws inspiration from the stress caused by going on holiday.

Grey London has produced the new spot, which builds on the notion of Bold being "part of the fabric of life".

It follows last year's move by P&G to relaunch Bold in an attempt to steal market share from Unilever's Persil and Surf brands.

The new ad, which breaks nationally later this month, is to support the launch of a new variant, Bold 2 in 1 detergent and fabric softener with lavender and camomile.

The product, claimed to be the first of its kind in the market, marks Bold's move away from its washing heritage and into new areas of aromatherapy and natural trends.

The spot picks up on earlier advertising which aimed to connect the brand on an emotional level with real people by making a freshly washed item of clothing the focal point of a drama.

It is set in an airport departure lounge where a family is stranded because of a delayed flight.

Stress levels rise as the children play up. However, calm is restored when the father uses a jumper washed in Bold as a makeshift pillow.

The film was devised by the Grey creatives Sarah Gard and Juliette Share and directed by Shona Auerbach through Bliss Films and Production International.

Media planning and buying is by ZenithOptimedia and Starcom Motive.

Dave Alberts, Grey's chairman and executive creative director, said: "Our job is to bring to life the role Bold 2 in 1 has in the consumer's life."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).