Grey Worldwide London recruits Ainsley Harriott for Fairy Liquid TV ad

LONDON - Procter & Gamble has signed the celebrity chef Ainsley Harriott for his TV advertising debut in which he fronts a commercial promoting Fairy Liquid.

The star of Ready Steady Cook is being featured in a 30-second commercial which maintains a long-running strategy of fighting off own-label threats by presenting the product as longer lasting than its rivals.

Grey Worldwide London has produced the film, which will break nationally on 15 July and attempts to contemporise the "long table idea that has been a feature of Fairy Liquid advertising since the 80s.

The latest commercial continues an established media strategy of sustaining the brand's mass-market presence through national TV. Media planning is through MediaCom while buying is through Starcom Motive.

This time, the table has been transferred to a Western film set to uphold the brand's claim that it provides 50 per cent more lasting cleaning power than the best of other washing-up liquids.

The commercial shows Harriott on a film shoot in a desert, which, he explains, is no place to run out of anything, particularly washing-up liquid.

As he walks along the table where the actors are eating, he stops to emphasise when the cheaper liquids run out.

As he continues, more actors and film extras bring their plates to the table. The endline is: "New thicker Fairy washes up to 50 per cent more dishes."

The ad, devised by Chris Waite and Roger Manton, was filmed in Almeria, Southern Spain and directed by Simon Neal through Hangar 8.

P&G's strategy for Fairy Liquid dates back to the earliest days of commercial TV in Britain. Advertising has perpetually concentrated on the product's reliability and on dissuading consumers from searching out cheaper alternatives

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