Fairy Liquid 'stockings' by Grey London

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Grey London has unveiled Proctor & Gamble's first campaign for three years for Fairy Liquid called "Fairyconomy". The campaign plays on the idea that although other brands may be lower in price, they are in fact a false economy when the superior performance of Fairy and "Fairyconomy" are taken into account. In "stockings", one of two TV executions, a bank robber ends up revealing his identity after his cheap stockings rip during a robbery, highlighting "falseconomy". The ad then cuts to the man washing up a large pile of dishes in a prison with a bottle of Fairy Liquid, with a price flash of 98p, next to the tagline "Fairyconomy".

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Released: 07 November 2006

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Credits

Project name
'Stockings', 'Bin Liner'
Client
Nathan Homer, Fairy Brand Manager,      Procter and Gamble
Brief
to highlight the cost effectiveness of Fairy against other brands
Creative agency
Grey London
Copywriter
Louise Roberts
Art director
Chris Sainsbury
Planner
Sylvia Meli
Media agency
Zenith Optimedia
Media planner
Tony Robinson
Production company
Rokkit   
Director
Mark Gilbert
Editor
John Mayes, Marshall Street Editors
Post-production
The Mill    
Audio post-production
Jungle Studios 
Exposure
TV, Print, Outdoor

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