It’s what used to be called the silly season in the UK so who better to tune in to the zeitgeist than last year’s winner of ITV’s Love Island – the ultimate silly season show – Dani Dyer.
Dani has been signed up by Unilever as an ambassador/influencer for Surf washing powder, which most people had forgotten existed.
Unilever, recently, has been saying it’s only interested in brands with “purpose,” although it’s not entirely clear what higher function this debut campaign by adam&eveDDB serves.
So is ‘Perf with Surf’ just a harmless piece of tabloid fun that gets Surf noticed or another sign of the indignities inflicted on even our better agencies by clients who think they can re-invent advertising “better, faster, cheaper?”
MAA creative scale: 5.