Grey keeps comedy actor in TV drive for P&G's Flash product

Procter & Gamble is attempting to sustain and extend its lead in the multi-purpose cleaners market with a new TV commercial to support its Flash brand.

Grey Worldwide London has produced the latest spot in the campaign, fronted again by the TV comedy actor Karl Howman, which is part of an ongoing strategy of building market share against Unilever's Jif, Flash's closest rival.

The new 20-second ad breaks nationally this week, kicking off a three-month TV presence for New Formula Flash.

The TV work will be augmented by press advertising from September, with a media planning and buying strategy devised by MediaCom.

Flash All-Purpose Cleaner claims to be an upgraded product, which cleans tough stains in half the time of equivalent all-purpose liquids. The message is encapsulated in the endline: "New Flash works even harder so you don't have to."

The commercial was written by Donna Williams, art directed by Susan Mansfield and directed by Martin Jones through TT02.

Grey has handled the Flash range, which is supported by an annual spend of £7 million, since May 1999 when it moved from Saatchi & Saatchi in a "tidying of P&G's global ad arrangements.

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