Persil unveils 'young Winstons' for Non-Bio

J. Walter Thompson has unveiled a new campaign for Lever Faberge's

Persil Non-Bio washing powder called "young Winstons", based on the

observation that most babies look like Winston Churchill.

The campaign, which shows babies pointing out the benefits of Persil

Non-Bio, includes one 30-second and one ten-second TV spot, as well as

women's press and radio.

The ad aims to build on Persil Non-Bio's long heritage - the account has

been held by JWT since 1927 - by spoofing Churchill's wartime

speeches.

The commercial opens on a baby against a backdrop of St Paul's

Cathedral, while a voiceover says: "Never in the field of household

laundry has Persil so pampered such sensitive skins ..." The

advertisement then cuts to other babies resembling Churchill and at one

point a profile is seen with what appears to be a cigar, before the

camera pans to reveal it is a sausage.

The voiceover alludes to Persil Non-Bio's brilliant stain-removing

attributes, before ending with "... generations to come will say, this

is Persil's finest Non-Bio".

Ros King, JWT's managing director, said: "Non-Bio is Persil's heartland

and this emotive campaign returns the brand to it."

The spots, which break this week, were written and art directed by

Alistair Wood. They were produced by the Paul Weiland Film Company and

directed by Mike Stephenson. They are accompanied by press written by

Matt Lloyd and art directed by Dave Woodall, and radio by Nigel Pollard

and Wayne Pashley. Initiative handles media for the brand.

This article was first published on Campaign