Leo Burnett's latest ad for Fairy Non-Bio features the brand's baby icon, Bizzie, in a mixture of live action and animation. The concept of the campaign is to show how Fairy can transform hard, spiky unappealing objects into soft, fluffy stuff. The spot begins with a toddler and his mother entering a fantasy world. They are joined by Bizzie who leads them on a magical journey, while saving them from potential danger by softening the ground, turning hedgehogs' spikes into fluffy fur and snails' hard shells into soft balls of wool. The ad is backed by press, poster, online and experiential marketing at events and baby shows.