Grey tries slice of life angle for P&G’s Bold

The housewife and her pristine laundry, long-standing features of Procter & Gamble’s advertising, have been banished from a TV campaign to launch its latest detergent.

The housewife and her pristine laundry, long-standing features of

Procter & Gamble’s advertising, have been banished from a TV campaign to

launch its latest detergent.



They have been dumped in favour of a ’slice of life’ approach in the

debut film for Bold Active Fresh, which breaks nationally this

Friday.



Grey has produced the work, which it describes as the latest example of

P&G’s bid to break away from formulaic and product-led laundry

advertising.



The action - under the theme of ’freshness that keeps working’ - centres

around a father’s frustrated attempts to wear his fleece jacket as other

members of the family borrow it first.



The lasting freshness of the Bold is emphasised by each family member

who dons the jacket in the belief that it has just been washed.



When the father finally gets to wear his jacket he discovers a lipstick

belonging to one of his daughters in one pocket and his second

daughter’s bikini top in the other.



His puzzlement at how they got there is magnified by the fact that the

jacket smells so fresh that he believes it can only just have been

washed.



Steve Richards, the Grey group managing director responsible for the

business, said: ’P&G is again helping us to break the mould of

traditional laundry advertising, something which has helped push the

brand forward.’



The ad was written by Harry Burke, art directed by David Bonitto and

directed by Martin Jones for TTO2/Production International. Media buying

is through Starcom.



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