Fairy Active Burst 'for hands that don't do dishes' by Grey London

Procter & Gamble has launched an integrated campaign, created by Grey London, for the launch of Fairy Active Burst tablets for dishwashers. The print work is the first element of the £15m launch campaign. In an adaptation of Fairy's famous line and jingle: "For hands that do dishes," the ad carries the line: "For hands that don't do dishes." A soft and silky-looking hand holds each letter that make up the sentence.