Article: Media: Creative impulse

Would you swap old generic detergent advertising for a new approach?

After years of doorstep challenges, "experts" in white coats and women holding their sheets up to the kitchen window, J Walter Thompson has come up with a 50-second blockbuster ad for Persil to promote the manufacturer's new "stain release system" using a series of visual metaphors.

One scene shows a white-clad skater racing ahead of his black-suited competitors, and another features a dalmatian shaking off his black spots as if they were droplets of water. The commercial, launched last week, will also be screened as 30- and 10-second cut-downs.

The client: Lever Brothers

Julie Sawyer, external relations manager

We were ...

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