Flash expands range with Grey work

Procter & Gamble is extending its Flash household cleaning brand into a new area with the launch of advertising to support the introduction of Flash Mark and Stain Eraser.

Grey London has produced the print campaign, which marks a move by Flash beyond its wet-cleaning heritage.

Under the strapline "Don't hide marks, erase them", the ads show that the new product rubs out household marks and stains people would usually have to live with.

The message is delivered in three executions, which feature photographs of seemingly ordinary household interiors. The difference is that all of them - a doormat, a picture and a bedside table - have been moved to hide marks.

All the ads were written by Ben Stilitz, art directed by Colin Booth and photographed by Jenny van Sommers.

ZenithOptimedia is planning and buying media for the campaign, which breaks at the end of the month in women's weekly and monthly magazines.

The advertising will move on to TV at a later date.

Michael Gillane, the Flash brand manager, said: "We're striving to bring a multimedia approach to what can often be a mundane category and brilliant creative twists that shout off the page are a major step in achieving this."

Dave Alberts, the Grey chairman and executive creative director, said: "The team has created a simple, campaignable idea that doesn't hide the product benefits but celebrates them."