Persil has enlisted England and Arsenal star Bukayo Saka for an inspirational campaign film charting a young girl’s quest to get her favourite player’s autograph.
Crafted by creative agency LOLA MullenLowe, the touching three-minute spot sees the young Arsenal fan’s dreams come true when she secures Saka’s autograph after a match.
Unfortunately her clueless mother puts the ‘dirty’ shit in the wash, where Persil’s capsules takes care of the highly-prized signature, leaving the top spotless.
“Our guiding principle has always been that Dirt Is Good and that every stain tells a story. As we reach the 20th year anniversary of our Dirt Is Good campaign, The Autograph is a milestone moment for us as we begin to tell our stories through the lens of sport,” Persil Dirt is Good VP of marketing, Tati Lindenberg said.
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“We’ve always championed resilience, kindness and determination and partnering with Arsenal, one of the world’s biggest football clubs, and England icon, Bukayo Saka, we can celebrate the glory and the grime of a game well-played alongside first-time stain removal.
“Autograph is part of an integrated campaign that encapsulates everything we stand for, executed in a way that truly cuts through.”
To build anticipation around the film, various snippets were teased on social media in the days ahead of the full release. Seven out-of-home posters were also dotted around North London secretly bearing Saka’s real signature, acting as golden prizes for the lucky few who found them.
LOLA MullenLowe ECD, Tomás Ostiglia added: “In general, the launch of a new product tends to overshadow the brand in this type of campaign. However, here, not only does that not happen, but it also builds upon the brand’s positioning.
“It introduces a collaboration between brands: Persil-Arsenal, includes a celebrity, and manages to evoke emotion. We feel very grateful that an ambitious and passionate client like Dirt Is Good has made us part of this great project.”
