In Persil® detergent’s version of a ‘time out’, “The Professional” suddenly appeared on television to point out a big guacamole stain on the pink shirt of one of the friends. He then literally stepped out of the television and into the room. As the stunned, bemused group looked on, “The Professional” gave his “tip for that dip“: Persil® ProClean® laundry detergent delivers an exceptional clean to help tackle Game Day stains. After cleaning the guacamole stained shirt, “The Professional” stepped back into the television and threw the group a bottle of Persil®, leaving a friend wondering if they had all been hallucinating.
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The spot, created by DDB New York, and directed by Tim Heidecker and Eric Wareheim from PRETTYBIRD, known for the “Tim and Eric Awesome Show, Great Job!”, is part of a larger integrated marketing campaign that includes a Persil® ProClean® Super Bowl® microsite (persilproclean.com/the-big-game), a series of short videos featuring “The Professional” on YouTube and Facebook, a content partnership with high profile influencers, and local market restaurant partnerships and product sampling.
Globally-renowned for more than a century in over 60 countries, the Persil® brand has been available to U.S. consumers since 2015. Within three short years, the exceptional stain-fighting, whitening and freshness of Persil® ProClean® has led to impressive repeat purchase rates that continue to push the detergent category forward. The Persil® ProClean® brand portfolio, consisting of Power-Liquid® and Power-Caps®, can be found in stores nationwide.