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Aldi pastiches Fairy Liquid to promote dishwashing liquid with man with soft hands

Aldi has pastiched the classic British Fairy Liquid ads based around how soft they keep your hands in a spot featuring an older man comparing two detergents saying “they’re both extremely gentle on my hands”.

Created by BMF, the spot is the ninth in the ‘Like Like’ series which launched in June with an ad featuring a talking bear to sell toilet paper.

It was followed up by an ad featuring a man in a white coat selling laundry powder. In July the brand followed it up with a spot featuring an injured mouse to promote cheese and in September Aldi promoted bread and olive oil with two ads featuring a woman who has never tried crusts prove the wives tale that eating crusts will give you curly hair and an ad with two men washed up on a beach talk about the product before saying “Now all I need is something to cook”.

One of the Fairy Liquid ads:

The UK Aldi execution:

Credits:
  • Managing Partner: Stephen McArdle
  • Executive Creative Director: Cam Blackley
  • Creative Director: Alex Booker & Philip Sicklinger
  • Art Director: Patrick Chambers & Alex Booker
  • Copywriter: Mark Carbone
  • Planning: Christina Aventi
  • Director: Jeff Low
  • Producer: Lucas Jenner
  • Production Company: Rabbit Content
  • Post Production: The Editors/White Chocolate
  •  Agency Producer: Mel Herbert
  • Editor: Bernard Garry
  • Music & Sound Production: Rumble Studios
  • DoP: Peter Eastgate
  • Group Account Director: Jonny Bucknall
  • Account Director: Aisling Salmaggi
  • Account Manager: Siena Shuttler & Katie Loverich
  • Client Contact: Sam Viney
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