The housewife and her pristine laundry, long-standing features of
Procter & Gamble’s advertising, have been banished from a TV campaign to
launch its latest detergent.
They have been dumped in favour of a ’slice of life’ approach in the
debut film for Bold Active Fresh, which breaks nationally this
Grey has produced the work, which it describes as the latest example of
P&G’s bid to break away from formulaic and product-led laundry
The action - under the theme of ’freshness that keeps working’ - centres
around a father’s frustrated attempts to wear his fleece jacket as other
members of the family borrow it first.
The lasting freshness of the Bold is emphasised by each family member
who dons the jacket in the belief that it has just been washed.
When the father finally gets to wear his jacket he discovers a lipstick
belonging to one of his daughters in one pocket and his second
daughter’s bikini top in the other.
His puzzlement at how they got there is magnified by the fact that the
jacket smells so fresh that he believes it can only just have been
Steve Richards, the Grey group managing director responsible for the
business, said: ’P&G is again helping us to break the mould of
traditional laundry advertising, something which has helped push the
The ad was written by Harry Burke, art directed by David Bonitto and
directed by Martin Jones for TTO2/Production International. Media buying
is through Starcom.