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U.K.-based laundry detergent marketer Persil is lamenting the fact that kids spend less time outdoors than prison inmates do—because less dirt is bad for soap sales.
The Unilever brand (sold in some countries as Omo) and agency MullenLowe London interviewed inmates at the Wabash Valley Correctional Facility, a maximum security prison in Indiana, about the value they place on their two hours of yard time.
"It's everything to me," says one.
Directed by Toby Dye of RSA Films, its beginning is promising, offering a small window into the lives of a population deliberately hidden from public view.
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