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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

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."

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