A CELEBRATION

Persil was keen to put some weight behind its ‘Dirt is Good’ philosophy. Audience knowledge of the tagline was low, so the launch of two new products, Persil Bio Liquid and 3-in-1 Capsules, presented us with an opportunity to celebrate dirt and get our message out there.

I’ve always wanted to create a rhyming campaign. For me, rhymes are memorable, likeable, cosy and innocent. They can communicate a lot of ideas without stuffiness or sounding worthy. And so a simple rhyming scheme was our chosen medium to pay homage to all the fun-chasing lovers of dirt. I’m pleased to say that the ads were enormous fun to write and film. But I’ll never touch a rhyme again…as they’re a terrible strain and hurt the brain.