Unilever is launching a global brand campaign for Persil. It is the first non-product-led drive for the brand since Bartle Bogle Hegarty won the advertising account in 2005.
The campaign builds on the “Dirt is Good” strategy the brand introduced in its previous advertising. The first element of an integrated push is a 60-second television ad called Roboboy (pictured), which breaks today (July 14). The media planning and buying is through Mindshare.
In Roboboy, dirt is interpreted as magic fairy dust, which enables a robot to transform into a real child. The ad used the strapline “Every child has the right to be a child”. It aims to drive the message that children should be allowed to get dirty through play, exploration and discovery.
Persil’s recent advertising has focused on the launch its concentrated variant, Small & Mighty. In March, it ran a campaign focusing on the environmental benefits of using the concentrated liquid detergent.