Modem unveils Persil interactive ad

Persil Non-Bio has become the latest Unilever product to test the waters of interactive TV advertising with a three-minute spot breaking on Open this week.

Persil Non-Bio has become the latest Unilever product to test the

waters of interactive TV advertising with a three-minute spot breaking

on Open this week.



The ad, from the new-media agency Modem Media, engages viewers in a

virtual quiz, with prizes including a trip to a health spa, a selection

of Elizabeth Arden products and a year’s supply of Persil Non-Bio.



Unilever is understood to have invested heavily in buying ad space on

the Open network and introduced the UK’s first interactive TV ad - for

Chicken Tonight - through the platform in March this year.



Viewers are able to access the Persil spot via an option button

displayed during conventional commercial breaks.



They are then greeted by a purple-suited host, Quentin Care, who invites

them to test their sensitive side on the Truly Sensitive Show.



In between dilemmas involving boyfriends and underwear comes a question

about viewers’ beauty regimens, with top marks awarded to those who use

a washing powder that protects their skin.



Anna Creed, Persil’s consumer activation manager, explained the decision

to use Modem, rather than the above-the-line incumbent, J. Walter

Thompson, by saying: ’Modem understands how interactive TV works and how

the limits of the medium can be pushed further.’



The ad was written by Bo Hellberg and art directed by Mark Griffiths,

who also directed the film. The production company was Caboose and media

planning and buying are by the Persil incumbent, Initiative Media.



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