J. Walter Thompson produces animated Persil capsules ads

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

the market.'

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.


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