Bartle Bogle Hegarty has dipped its hands into the "Dirt is Good" pool for the launch of Persil's biggest laundry innovation in 10 years. The detergent, which was formerly famous for its whites, is now playing up its green credentials by launching Small & Mighty. The product uses 40% less packaging and 60% less water than standard detergents by having a double concentrated liquid. To highlight this the agency has employed the use of a tiny exploding bottle cap. In "firework" the tiny cap, in a white-ish/grey laundry room, explodes in a cascade of shockingly bright white and coloured clothes that splash all over the screen.