Persil’s new &£9m ad campaign, created by J Walter Thompson, departs from the old ads of the Seventies and Eighties depicting an ‘idyllic’ family life to show more diverse households. The Lever Brothers-owned brand will run four TV, nine press, a radio and four six-sheet poster ads. One of the TV ads shows a young woman pondering why her boyfriend never does any of the washing. Another features a mother wondering how her family creates so much dirty laundry and whether it is time for them to do some of the washing themselves. The campaign uses the endline ‘For love, life and laundry’ and animated characters created by illustrator Giselle Potter. It breaks on August 7.