Grey is launching a new campaign for Procter & Gamble’s Flash brand
with a spoof perfume commercial.
The 20-second spot for Flash All Purpose Cleaner marks a change in the
direction of the brand’s advertising. It is set outside of the home and
makes limited reference to cleaning.
The ad breaks on 1 August and features a naked Pete and Jane embracing
in an erotic watery wonderland. The look is slick and sexy and concludes
with the endline: ’Pour homme, pour femme, pour some in a bucket and
clean up in a flash.’
The ad, which stars Karl Howman, the television comic actor, will air
nationally on terrestrial, cable and satellite channels until the end of
The spot was written by Harry Burke, art directed by David Bonitto and
directed by Martin Jones through TTO2. Media planning is through
MediaCom TMB while media buying is handled by Starcom Motive.