News ‘Positively radiant’ school boy in new laundry brand ad June 2, 2011 1:07 by Alice Terlikowski 5 DDB Melbourne has produced a TV ad for the revamp of laundry brand Radiant focusing on the feeling of wearing clean clothes. The ad goes to air this Sunday and features a young school boy who has the confidence to sit next to a girl on the bus because his clothes are ‘positively radiant’ – the brand’s new tag line. Radiant brand manager Shmonie Darmo said: “Using digital animation to turn the young boy’s humble school shirt buttonhole into the moving mouth of a Delta Bluesman, the song I’m a Man perfectly reinforces his journey from boy to manhood, and provides a classic accompaniment to our hero’s walk down the aisle.” old vs new She added: “We wanted to break the mould and leave stereotypical laundry imagery behind. The Radiant TVC is based on the emotional result of clean clothes, rather than the rational process of washing them.” As well as the ad and tag line, the rebrand includes a new logo and product Radiant Gel. Credits: Advertising Agency: DBB Melbourne Production Company: 8 Commercials Offline Edit: MRPPP/Michael Hoolihan Online / Animation: Illoura Sound Music: Level 2/Electric Dreams Sound/Engineer: Flagstaff Studios Public Relations: Agent99 PR Alice Terlikowski topics DDB Melbourne, Marketing, Media, PR Share Tweet Share Comments: 5 Add Comment MC 2 Jun 11 Muddy Waters and clean shirts. Reply Tim 2 Jun 11 Your strategy is showing…and I like it! Reply Troll 2 Jun 11 Love it! You did a good job of ticking the mandatory of the ‘clean white shirt’. Reply Anon 3 Jun 11 @Troll LOL Reply tabitha 11 Jun 11 I know the boy that sits next to the girl he goes to my school and I’m in the same grade as him his names Hunter. Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 122 Comments Sky News drops Outsiders from schedule after sacking of Mark Latham 50 Comments Sky News sacks Mark Latham and refuses to say whether Outsiders will remain on air 48 Comments Why that Pepsi ad isn’t as bad as you think it is 37 Comments 457 visa axing to hurt PR industry with ‘PR manager’ to be removed from temporary visa list 35 Comments Job cuts, one brand and the future: Will Fairfax get it right this time around?