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 62 Comments ADMA faces calls for boycott for Trump “support” 39 Comments Facebook streaming numbers plummet 94% after Nielsen recalibration 28 Comments Don Smallgoods wants to feature Aussie ‘Dons’ in latest campaign 25 Comments How Facebook and Twitter have turned the Australian public into pirates 24 Comments Remember the time McDonald’s created the #DownUnderBigMac hashtag and nobody used it?