Lever Brothers is backing the launch of its Persil Tablets brand
with a multi-million pound national TV campaign by J. Walter
Persil Tablets, which Lever has been developing for the past seven
years, promise to offer consumers a more convenient way to do their
wash, arguing there is no need to measure out powder, no wasted
detergent and no mess.
The 60-second execution, entitled ’rocket science’, contrasts interviews
with young consumers talking candidly about using the product with
lively colour sequences showing the tablets in action.
The film kicks off with the interviewer asking a young man if the Persil
Tablets are better than detergent products he has used in the past. The
man answers: ’Yes and no.’ The interviewer continues his questioning:
’Why, what did you use before?’ The man answers, with a smirk: ’My
The interviewer then quizzes a bolshy young woman: ’Are these Persil
Tablets easy to use?’ She answers, sarcastically: ’Put two tablets in
the net, put the net in the machine, turn it on. It’s hardly rocket
The TV run is supported with national press ads, both breaking this
The campaign was created by the copywriter, David Rossiter, and the art
director, Geoff Turner. The TV commercials were shot by John Clarke and
the press stills were taken by James Day.
John Almond, JWT’s European director-in-charge on Persil, said: ’We are
confident that the launch campaign, based on real insights, will
communicate these benefits in a way that consumers will really