Weaning them off the fabric softener is hard

"Do you need to go pee-pee? If you have to go potties, let Mummy know." That line, and others like it, are spoken by a caring mum and directed at a grown-up slacker type who apparently still lives at home in this Fairy Fabric Softener campaign from the U.K. (See all three ads here, by Leo Burnett and Partners Film director Aleysa Young.) The guy makes sour faces at being treated like a kid, but appears to be in no hurry to move out. The message is: "You can only baby them when they're babies. Soften their world while you still can." The humor is nicely low-key. I'm not sure what the work says about the brand, but I'm not going to get all pissy about it.

—Posted by David Gianatasio

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