“Soaking is boring, spraying breaks it…”
It is one of the verses of the rap song that Fairy has created to highlight the virtues of its variety in spray format, whose formula, according to it, is capable of removing embedded grease from tableware and kitchen utensils without the need for pre-washing. It is precisely these that he gives voice to in his new campaign, designed by the creative agency Leo España.
Plates, dishes, cups, pans and even air fryers sing a song showing their disapproval of soaking, a technique that the Procter & Gamble brand assures is not necessary thanks to the power of its products. Under the claim “Soak for you, Fluss Fluss for me”, Fairy highlights its soap, while educating the population in more conscious and respectful cleaning habits.
In the advertisement the illustrations and engravings of plates and cups come to life and sing phrases such as “Foam on my skin I feel great, I don’t want a bathtub this is personal. Fast and fresh like a festival, Fluss Fluss, there is nothing like it.” The one-minute piece combines music, animation and humor to, through a catchy chorus, try to turn the use of the product into a sustainable gesture.
The intention of the campaign, as expressed by the brand in a statement, is to educate through entertainment. “In this innovative proposal, we have given voice to how dishes, pans, pots and kitchen utensils feel, which are the ones that really suffer abandonment, for hours, in stagnant water so that the embedded fat can dissolve. And their response is unanimous: Soak for you, Fluss Fluss for me”commented Gustavo Valdés, Director of Fairy.
In addition to the spot, Fairy’s promotion strategy has included an in-person experience. The brand has installed a physical meeting point in the Plaza de Callao, which has been active from February 20 to 22, and where it has carried out activities, games and raffles for brand products, as well as a piece of the tableware that appears in the advertisement.
“Soak for you, Fluss Fluss for me” runs on television, online media, radio and digital audio, collaborations with influencers and outdoor advertising. In addition to the advertisement, the brand has displayed a banner in Puerta del Sol, with which it also gives a voice to the dishes and stands up to the soaking routine.
In this way, Fairy expands the promotion of its spray format, which it presented at the beginning of 2025, also using music. Led by Leo Burnett Madrid, he opened a social debate around the popular name for the spray, creating two teams: Fliss Fliss or Fluss Fluss.
