Lever Brothers has signed up supermodel Naomi Campbell to front a press campaign for its Persil Washing Up Liquid.
The ad, which appears in August and September editions of men and women's magazines, shows Naomi wearing silver washing up gloves. The strapline is: What does it take to get me into rubber?'
"We wanted to use someone totally unexpected to add glamour and fun to the otherwise uninteresting task of washing up," said a spokesman.
The ad highlights a promotion whereby consumers can exchange two tokens from the Teatree and Peppermint or Rosemary and Eucalyptus variants for a pair of silver or gold washing up gloves.
The campaign will be supported by direct mail in October. PR started this week.
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