Pick of the week: Persil "free the kids" by MullenLowe London

Persil's ad featuring convicts in a US prison is this week's pick.

Brand: Persil
Title: Free the kids
Agency: MullenLowe London

Omar Oakes applauds Persil’s ad: "This is quite an achievement, linking the brand to a socially conscious message – with prison, of all places, as a venue for addressing children’s well-being." It was created by Bruno Ribeiro, Luiz Filipin, Juan Christmann and Jack Patrick, and directed by Toby Dye through RSA Films.