J. Walter Thompson has created an animated campaign to support the
launch of Persil's dissolvable capsule.
The executions, which break on Friday, present the capsules as friendly
aliens who come to earth to help with the washing. In the first
execution, 'alien abduction', a woman recounts her extra-terrestrial
The blue-green alien capsules appear, greet the 'earthling' and fly into
the washing machine.
The endline for the campaign is: 'Persil Capsules. Take us to your
Esra Erkal-Paler, the corporate relations manager at Lever Faberge,
said: 'The launch of Persil Tablets in 1998 revolutionised the detergent
market and catapulted Persil back into brand leadership.
'Persil Capsules bring the same convenience and modernity to liquid
detergents, therefore, we expect capsules to further develop and grow
Meg Rosoff wrote the spots and art direction was by Christine Jones.
Rosoff and Jones also created press and poster work.
Media will be handled by Initiative.