Can new agency adam&eveDDB make Surf smell sweeter?

Adam&eveDDB has won Unilever’s Surf after a pitch, with a brief to take on P&G’s Bold and own label brands.

So will it be a god old-fashioned battle of the brands with two ladies in a kitchen discussing whose is whiter? Maybe, According to Unilever A&E has been charged with “reinforcing its scent credentials in a distinctive, relevant, and down-to-earth way.”

VP Homecare Gemma Cleland, VP says: “The team at adam&eveDDB impressed us with their understanding of Surf and the creative possibilities around how we deepen our relationship with the brand’s millions of customers while continuing to attract new fans. We’re looking forward to seeing how, together, we can deliver on our big ambitions for Surf in 2019.”

One of the last Surf campaigns in the UK was this, which somehow or other seems to have escaped from BBH.

It’s what you might call the Austin Powers school of advertising, showing how hard it is to make the audience laugh with you rather than at you.

So it will be interesting to see what A&E comes up with for a classic FMCG brief (of which there aren’t as many these days.) Doubt they’ll bring back Surfy.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.