Breaking on 10 October, the ad will run on terrestrial and satellite television until the end of November. The idea will run on posters, online, on leaflets and in stores. Media planning and buying is through Initiative Media.
The 40-second execution features the comedy duo Adam and Joe. They perform a rigorous stain check on the hapless Llewellyn-Bowen to confirm Surf's claim of removing 99 top stains. While sketching a rural scene in a barn, Adam and Joe adorn his shirt cuff with chalk, but add other stains using the horse. Chaos ensues, as Llewellyn-Bowen is dragged though chickens, milk urns and general muck before coming to an abrupt halt.
The Lowe creative director, Damon Collins, said the campaign's straightforward approach to the product worked well alongside its humour. The campaign was written by Jez Willy, art directed by Alan Davis and directed by John Birkin at Blink.