Grey creates Flash Wipes TV spots

Procter & Gamble is testing new TV advertising for a variant of its Flash range.

Grey London has produced the tactical campaign, which will run on regional television to alert consumers to the benefits of using Flash Antibacterial Wipes.

The two spots, breaking this week, are significantly different from the commercials for the Flash all-purpose cleaners which feature the TV comedy actor Karl Howman.

The new ads adopt a "slice of life" style and target young mothers by highlighting hygiene threats that might otherwise go unnoticed.

In one, the family dog is seen licking its genitals before licking a child's high chair.

Another shows a small boy running a toy tractor through a cat litter tray, then over a chopping board a chicken is about to be prepared on.

The endline is: "Flash Antibacterial Wipes. Because you can't see everything."

The ads were written by Lee Brook, art directed by Tony Haigh and directed by Big Soda, a collective of three directors, through Thomas Thomas. P&G is handling its own media buying.

The ads, made in little more than a week and with a modest budget, are understood to have been produced at the suggestion of the agency, which had originally been asked to adapt existing work.

Dave Alberts, Grey's executive creative director, said: "I'm very proud of the work. We have created new commercials based on a genuine product truth that is the beginning of a potentially long-running campaign. The ads have the legs to go further, should P&G want it."

Introduced into the UK in April 1999, the wipes are said to kill most bacteria, including E.coli, salmonella and listeria, as they clean.

The new advertising will complement, not replace, the long-running Howman campaign for Flash, as part of P&G's ongoing strategy to build market share against Unilever's Cif brand.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

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).