Persil have done a promotional tie up with Chorion (who own Mr Men) and are giving away free Mr Men toys across the detergent range. The promotion is being supported with TV, press and outdoor advertising in UK and Ireland.
This campaign focuses on the imaginative play of children. We see three kids, each playing and having fun, make-believe adventures with their own Mr Men. As the children become engrossed in their adventures, they inevitably get dirty.
Persil believes that getting dirty is a by-product of children being free to experience the world for themselves – an essential component in enabling children to grow and develop.
There is one 30” TVC and three 10” cut-downs. The cut-downs and the three press/outdoor ads each feature different Mr Men characters.
This campaign is BBH’s second UK and Ireland sponsorship activity for Persil – the first tied in with the film, ‘Happy Feet’, in 2006.