Clap Hands

Fairy Liquid's new print ads for their dishwashing 'active bursts' feature a clever riff on one of the more memorable taglines of the past twenty years: Fairy Liquid - For Hands That Don't Do Dishes.

The original For Hands That Do Dishes worked so well for me (and presumably for everyone else too) because it had that grain of everyday language running through it that seems to mark almost all of the truly great campaigns: Guinness Is Good For You, Beanz Meanz Heinz, Let Your Fingers Do The Walking etc. The new ads play on that very nicely indeed.

It's not as easy as it looks though - sometimes the hardest thing to do is to keep it simple, particularly when the temptation is to try and say it all.