Procter & Gamble (P&G) has launched a TV ad to support a new variant of its Lenor fabric conditioner range – Sleep Sensations – which continues its campaign to encourage consumers to take a "duvet day".
The ad, which was created by Grey London, breaks this week and has the strapline "Go on have a duvet day". It will be supported by outdoor work.
It will focus on the "long-lasting freshness" of Sleep Sensations, which is one of five variants in Lenor’s fabric conditioner range. The creative shows people wearing their duvets because they love the smell so much.
The work builds on previous ads for the brand, which claim that the fabric conditioner leaves duvets so fresh that people will not want to get up.
The campaign aims to highlight the sensual and emotional qualities of the product in a bid to differentiate itself from its competitors who tend to focus on softer images of family life.