Vanish gives its take on the great modern love story, with a spot following the 50-year relationship between one couple and their whites.
The ad sets the scene at a hippy era music festival and then follows one woman through milestones such as the birth of her children and her golden wedding anniversary, all while wearing the same white dress.
The dress (now grey and weathered) finally gets a wash, after 50 years or so, as the ad comes to a close.
Launching across TV and digital, alongside outdoor activity, the work was written by Diogo Abrantes, art directed by Chico Barrera and directed by Matt Rhodes through Papaya. Media is handled by Zenith.
Earlier this year, Vanish launched an ad promoting the brand's carpet cleaner.