Is this what we’ve returned to – ‘Perf with Surf?’

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?”

Probably both.

MAA creative scale: 5.

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About Stephen Foster

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.


  1. Are you serious?? ….. WHY??!!! never seen so much rubbish

  2. Oh my God… Final and conclusive proof that the ad biz is well and truly fucked. The agency responsible should immediately strike the “D” from its name. Bill Bernbach would have thrown them off the roof of the 42nd St. Offices. Perhaps this is this their version of “Think Small?” Or rather “Think Pathetic.”
    Cheers/George “AdScam” Parker

  3. Whoever thought this total crap would ever sell anything, I wouldn’t use Surf now if it were given away free!