Grey is to launch a burst of advertising for Fairy Liquid that
focuses on the versatility of an empty washing-up liquid bottle.
The agency has created the three spots for Fairy in a campaign due to
break on 1 January. Filmed in documentary style, they focus on
children’s eagerness to get their hands on Fairy washing-up bottles
before their contents have been used.
In the first, a young boy tries to camouflage the bottle as a hedgehog
called Spike. In another, ’deception’, we see a young boy painstakingly
making a replica of a Fairy washing-up bottle before tiptoeing into the
kitchen to switch his masterpiece for the real thing.
The final execution, ’windmill’, features a variety of vignettes showing
an endearing Welsh girl who brims with enthusiasm as she talks about
what she intends to make with her Fairy bottle when it’s empty.
As each day passes, her ambitions get grander. ’I’m gonna make a
motorbike,’ she announces proudly to her mother on the last day.
Tim Mellors, executive creative director of Grey, said: ’Once in a while
an advertising campaign throws up a natural star. This time it’s a
little Welsh girl with an accent so thick she’s virtually
unintelligible, but no matter, she makes great television.’
Steve Richards, group managing director responsible for the account,
said: ’These new Fairy films push a great campaign even further.’
Dickie Blades, Fairy Liquid brand manager, said: ’We are delighted with
these new films. They truly move an already strong campaign forward in
an entertaining and enjoyable way.’
The ads were written by Chris Waite, art directed by Mick De Vito and
directed by Lucy Blakstad at Brave Films.
Media planning is through MediaCom TMB and media buying is by Starcom.