Ogilvy & Mather has produced a new-look TV spot for Lever Brothers' Comfort, which introduces a family of people made out of cloth.
The 30-second commercial, launching this week, uses the expertise of Aardman Animations, the company behind Wallace & Gromit and the feature film Chicken Run.
The campaign uses the idea that Comfort mothers care for their families just as Comfort cares for clothes. It introduces the 'Cloth family', who live in a world of fabric.
It opens with the daughter in the bathroom looking sad, as her boyfriend is about to go away on holiday without her. Her mother suggests that in order to stop him straying, she should slap on some Comfort, used in this case like a facial moisturiser.
The ploy works and when the boyfriend calls to say goodbye, he refuses to let her go because she is so soft. The ad ends with the line: 'Tender Loving Comfort.'
The commercial is supported by press and poster executions and is scheduled to run for six months.
The commercial was written by Sam Oliver and art directed by Shish Patel. The director was Luis Cook through Aardman Animations.
Post-production was handled by Soho 601. Media is through Initiative Media.
Sean Gogarty, the European category director at Lever Brothers, said: 'Aardman and O&M have used a fresh technique which manages to provide Comfort with a whole new voice.'