Fairy Liquid has put its spokeswoman, Nanette Newman, temporarily
on hold in favour of a new documentary-style ad that follows the
fortunes of a small boy building a toy rocket.
Created by Grey, the film will run alongside Fairy’s mother-and-child
ads, which focus on the more emotional aspects of the brand. ’Rocket’
will replace the Newman films, which have concentrated on the fact that
Fairy goes further than other liquids. Newman is still under contract to
the Procter and Gamble-owned brand.
Paul Smith, Grey’s executive creative director, devised the ad, which
opens on a boy building a rocket out of cardboard and plastic.
’I’m just about to go to bed,’ he announces to camera, ’but I wanted to
show you this rocket I’ve been making.’ He confides that things are not
going well because he is waiting for a used washing-up liquid bottle
from which to make the nose cone.
His mum uses Fairy Liquid, however, so he has to wait a week longer than
his mate next door (whose mum uses a different washing-up liquid) to get
the vital plastic component. Nevertheless, the commercial ends happily
in a sequence, apparently shot ’one week later’, which shows the
lift-off of the completed spacecraft.
P&G hopes the new spot will inject more emotion into the hard-sell
element of its TV advertising. Directed by Tony Esslinger through
Macleod and Partners, it is due to break on national TV this week. Media
planning is handled by MediaCom, while P&G buys its own media.