Telling It How It Is

Leo Burnett Brussels recently rolled out a new campaign for Procter & Gamble's Bonux laundry detergent that deliberately abandons what have become the cliches of laundry detergent advertising - palm trees blowing in the wind, overly-scientific explanations, and fresh white sheets. The campaign is bare-bones, but funny. Below are two of the commercials, but click here to read the strategy stuff and see the rest of the spots.