Lever Fabergé has signed up England football star Michael Owen to spearhead a £13m ad campaign for its Persil laundry brand.

A new TV ad starring the Liverpool and England striker kicks off on April 1 and charts Owen’s footballing life through a variety of muddy situations, with his mother and chief kit-washer appearing resigned to the increasingly muddied state of his kit.

The ad then moves to a young boy looking immaculate in his recently washed kit. It concludes with the present day Michael thanking his mum with a pack of Persil under his arm.

Cristina Carmueja, brand manager says: “Dirty laundry is a natural and positive consequence of experiencing life to the full. Having fun, and taking part is what the ad is all about and Michael is the perfect role model to convey this message to families.”