Not that any soap has a particularly wild, thrilling image, but think of Imperial Leather and the most exciting thing that springs to mind is probably that little sticker it puts on the soap.

The brand is attempting to change that with a new campaign, called ‘Born for the Hustle’. It stars a middle-aged woman who we meet having returned home from work. She lobs her keys and coat at what are presumably her children and struts inside to disrupt another’s piano practice and steal her partner’s beer. Fierce!

Her destination? A bubbly bath, from which we (the viewer, and her family) are shooed away. It’s bold (the tagline is a strong ‘overindulge yourself’, the music is excellent), and a product shot establishes an interesting-looking range – without a little sticker in sight.

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