Persil: ‘Free the Kids’

SPOTTED: The insight behind the ads

As a child, no phrase was more golden than ‘go outside and play’. These days, though, the great outdoors is the preserve of far fewer children. One recent study has revealed that 42% of children have never made a daisy chain, a quarter have never rolled down a hill and a third have no idea how to play hopscotch.

In light of this revelation, Persil released the latest in its ongoing ‘Dirt is Good’ campaign. The spot — entitled ‘Free The Kids’ and created by MullenLowe London — opens with a number of inmates in a maximum security prison discussing how much they value the little time they get to go outside on a daily basis. The interviewer asks how they would feel if that time were cut in half (to one hour), before explaining that this is the average amount of time the average child now spends playing outside. The inmates are stunned — a response that’s no doubt intended to mirror that of the audience. “On average, children now spend less time outdoors than a prison inmate,” concludes the spot.

A number of cleaning brands — like Surf’s perfume ad spoof — are upping their game in an effort to contextualise their products in an otherwise mundane industry. After all, washing clothes might not be fun for everyone, but how those clothes get dirty leaves a host of opportunities for building an engaging narrative.

It’s also an opportunity to demonstrate the everyday stresses parents face. Persil has long helped Mums understand that stains are a sign of a well-balanced childhood. And with 44% of parents wishing their children would play outside more often, it’s clear that mums and dads feel the same. By aligning themselves with the values of parents Persil are addressing an increasingly important issue while reassuring mums and dads the world over that they have their back when it comes to what matters.

See how businesses are applying insights like this at Canvas8.com

Written by Hannah Callaghan, account executive at Canvas8