Diary: Whiter-than-white Burnett decks out dazzling bride

It's not often agencies get involved with the "little people", but Leo Burnett has been showing its softer side by helping a young woman find her dream wedding dress.

An article in The Independent, featuring the experiences of people working in call centres, told the story of a young woman who rang the Procter & Gamble helpline, inquiring about a Daz ad created by Burnett.

The woman was desperate to get her hands on the whiter-than-white wedding dress featured in the ad for her big day. After the client put in a call to the agency to find the dress, Bruce Haines, Burnett's group chief executive, made it his personal mission to get on the case.

The agency managed to track down the halter-neck number, which was made especially for the commercial.

The agency even went to the trouble of having it dry-cleaned so it would smell like new on the bride-to-be's big day. However, Diary wonders why washing it in Daz wasn't deemed appropriate.

It was then mailed to the appreciative client, who delivered it to the woman in time for her wedding. It was pats on the back all round.

However, you do have to question the sanity of a woman who would want to get married in a dress that had featured in a Daz commercial. Let's just hope she didn't go for a full-on Daz-fest and request Right Said Fred for her wedding band.

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