In the not-too-distant future, it is possible that robots will perform household tasks: taking out the trash, ironing clothes or cooking. But Persil and Comfort, Unilever brands, consider that they will not be necessary to wash clothes. They say this in their new advertising campaign, with which they present “Smart series”, which they define as their most advanced range of laundry products to date.
In “DOSE”, worked together with the creative agency Lola Madrid and the production company Rebolución, the brands present a robot powered by artificial intelligence that, as Tati Lindenberg, Marketing Director at Unilever Home Care, anticipated with a teaser video, promised “start a washing revolution“. A development achieved after “years of preparation” and designed for “change everything you thought you knew about laundry“The piece implied the launch of a robot by the brands, which summoned the audience to an announcement or presentation that would take place on March 19.
For this phase of the campaign, the brands have had the collaboration of the content creator couple Faith Kelly and Ethan Payne. His video has generated conversation in the last few hours, and has achieved 1.5 million impressions in 48 hours. They themselves have also been in charge of revealing the purpose of the supposed robot.
Together with the creators, Persil and Comfort have unveiled the complete piece to present a new formulation of their detergents and softeners. As explained by those responsible for the brands, it is a range focused on performance thanks to advanced stain removal, a long-lasting fragrance and an anti-clogging formula designed to work in sync with automatic dosing washing machines.
That is why in their announcement, made by director Charlie Stadler, the brands assure that the future of laundry requires smarter solutions that work with the tools we already have, it does not need more robots or devices. The idea is expressed jokingly with the usefulness of the robot, which performs the same actions that a human would carry out when putting on the washing machine.
The creative concept, as explained by Pablo Luna, Creative Director at Lola Madrid, arose from the name of the product itself. “What is smarter, improving what already exists or inventing something new?”exposes in statements to reason.Why. “We believe the first. Especially now, in a time overwhelmed by consumption, and we have to realize that we must be smarter to have a better future.”.
In this sense, the campaign takes advantage of the social and cultural moment associated with technology. “Every month a new robot comes out. And although some may be useful, we believe that you are going too far with some tasks that your appliance already has.“, he argues. “It’s much smarter to improve what you already have. And also, like SmartSeries, it adapts to these improvements. That is much revolutionary than any robot”.
The creative process has involved various audiovisual techniques to give rise to the piece. In addition to the filming with human talent, which has been carried out in Madrid, 3D and CGI (Computer-Generated Imagery) post-production has been carried out, and post-production with generative artificial intelligence.
All this together with the Metropolitana post-production company.
According to Ramón Corominas, Partner and Executive Producer at Rebolución, filming was carried out in real scenarios, on which a 3D CGI model of the robot was created, and animated with a computer. The edition includes plans generated with artificial intelligence. All of this has helped streamline workflows and reduce production process times.
As Tati Lindenberg explained through LinkedIn, it is the first detergent and the first conditioner designed specifically for self-dose washing machines. It ensures that it has been developed through robotics and digital testing accelerated by artificial intelligence, in collaboration with Samsung Electronics, and has a technology that the company has called Pro-cision. All of this, according to the company, offers, among other things, precision cleaning and advanced stain removal, and optimizes detergent dosing, helping to prevent clogs to maintain the health of the machine.
Eduardo Campanella, Business President in the Home Care category at Unilever in the United Kingdom, assures that “Smart series” responds to a market need. ““Self-dose machines are on the rise: they are expected to reach 24% of UK homes by 2030. In five major markets, detergents designed for these machines are forecast to grow to a category worth around €1.5bn.”he commented through LinkedIn. “However, until now, owners of automatic dosing machines have been neglected, with no significant range of detergents and conditioners created for the needs of this new technology.”.
In this sense, the company’s new range of products promises to create a new segment in the category. “Today Unilever and Samsung are taking a big step forward in shaping the next generation of smart homes. By combining Samsung’s leadership in smart appliances with Unilever’s century of laundry experience through Persil and Comfort, we are building a connected laundry ecosystem designed to make everyday life easier.“, Campanella pointed out. “It’s clear proof of what this collaboration can unlock: superior performance, smarter dosing and a more seamless smart living experience..”
