Procter & Gamble has broken new ground by casting a black girl in a
Fairy Liquid commercial.
The move was the result of a painstaking search for a ’unique’ six- to
nine-year-old, according to the film’s producer, Lisa Harriden.
Harriden, who works for the production company, Macleod & Partners, said
it took six casting sessions instead of the usual one or two to find a
strong enough character to follow the feisty northern boy who starred in
Fairy’s previous commercial, ’rocket’.
’Rocket’ and its successor, ’sticky-backed plastic’ - both created by
Grey - are so-called ’mileage’ executions, designed to emphasise how
long a bottle of Fairy Liquid can last.
The latest commercial, which broke last Friday, tells of a small girl
who is thwarted in her attempts to make toys out of discarded household
packets by the fact that her mum uses Fairy.
The girl is an avid fan of the television programme, Blue Peter. But
every time the announcer explains how to make something with used
washing-up bottles, she finds her mum’s bottle of Fairy is still not
empty. Finally, the long-suffering youngster gets her used bottle only
to find that this week the presenter is demonstrating how to make things
from old egg boxes.
Written and art directed by Grey’s executive creative director, Paul
Smith, the commercial was directed by Tony Esslinger of Macleod.
Media planning was handled by MediaCom and buying was by P&G.