Grey Fairy ad swaps Nanette Newman for boy with spaceship

Fairy Liquid has put its spokeswoman, Nanette Newman, temporarily on hold in favour of a new documentary-style ad that follows the fortunes of a small boy building a toy rocket.

Fairy Liquid has put its spokeswoman, Nanette Newman, temporarily

on hold in favour of a new documentary-style ad that follows the

fortunes of a small boy building a toy rocket.



Created by Grey, the film will run alongside Fairy’s mother-and-child

ads, which focus on the more emotional aspects of the brand. ’Rocket’

will replace the Newman films, which have concentrated on the fact that

Fairy goes further than other liquids. Newman is still under contract to

the Procter and Gamble-owned brand.



Paul Smith, Grey’s executive creative director, devised the ad, which

opens on a boy building a rocket out of cardboard and plastic.



’I’m just about to go to bed,’ he announces to camera, ’but I wanted to

show you this rocket I’ve been making.’ He confides that things are not

going well because he is waiting for a used washing-up liquid bottle

from which to make the nose cone.



His mum uses Fairy Liquid, however, so he has to wait a week longer than

his mate next door (whose mum uses a different washing-up liquid) to get

the vital plastic component. Nevertheless, the commercial ends happily

in a sequence, apparently shot ’one week later’, which shows the

lift-off of the completed spacecraft.



P&G hopes the new spot will inject more emotion into the hard-sell

element of its TV advertising. Directed by Tony Esslinger through

Macleod and Partners, it is due to break on national TV this week. Media

planning is handled by MediaCom, while P&G buys its own media.