DLKW Lowe launched a new, 50-second spot as part of its “Dirt is Good” campaign for Unilver UK laundry brand Persil.
The spot showcases breakdancing prodigy B-Girl Terra, who does a simple hopscotch before breaking out her real moves. DLKW keeps things simple, letting B- Girl Terra’s moves do the talking, ending with the line “Powerful stain removal in every spin,” right after she gets up from a series of impressive head spins which spins her pants clean. It’s a clever way to showcase the “Dirt is Good” brand philosophy, as the precocious breakdancer obviously couldn’t break out such moves if she was worried about how dirty her clothes were getting.
“The power of the idea resides in its simplicity: a highly enjoyable visual connection,” DLKW Lowe creative director Alex Okada told LBB.”It’s the first example of a new direction and campaign that will be launching for the brand soon.”
The spot, which will run on broadcast and online, is already running in France and Switzerland and will make its debut in the U.K., Spain, Portugal and Denmark later this month, followed by other international markets.
Creative Agency: DLKW Lowe
Planner: Ayesha Walawalkar, Lucian Trestler
Photographer: Rick Guest
Group Creative Director: Alex Okada
Executive Creative Director: Richard Denney
Creatives: Ben Evans, Adam Sears
Chief Creative Officer: Dave Henderson
Producer: Olivia Westley, Lisa Tuck
Account Management: Matt Sherratt, Rachel Vernon
Production Company: Academy
Director: Nadia Marquard Otsen
Music and Sound
Audio Post Production: 750MPH
Editor: David Stevens
Edit Company: Assembly Rooms
Post Production / VFX
Post Production House: 1920