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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