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Surf parodies Dior perfume ad in latest online video

Surf has unveiled its latest online spot, which parodies the dramatic and luxurious adverts of the perfume industry.

The tongue-in-cheek campaign aims to promote the Unilever brand’s new line of detergent fragrances - Surf Sensations - by making laundry seem as glamourous as perfume. The video portrays a glamourous lady strutting down a long corridor and tearing off her pearl necklace, à la Charlize Theron in Dior’s J’Adore advert.

Agency HeyHuman has devised the new campaign, while London:DC handled the video’s production.

Michelle Kimber, brand manager at Surf, said: "We’re really excited to launch our new range of detergent fragrances and worked with HeyHuman to add some luxury to our brand, but keeping our light-hearted sense of humour.

"This film is a great balance of these two elements and initial tests have already shown that it resonates well with our target."

Katie Deighton

Katie Deighton is The Drum's video reporter and researcher, covering the marketing and media industries through film (and words).

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