We have unveiled an emotive marketing campaign for RB laundry booster brand Vanish, to launch the new gel variant of its Gold Crystal White fabric whitener and stain remover.

Love Your Whites for Longer dramatises the product’s remarkable whitening and stain removal ability through the generation-spanning journey of one garment, a simple white dress, and the life of its owner.

Opening on a young couple dancing in the rain at music festival in the 70s, the film proceeds through some of the major moments in their life together – from the birth of their children and family holidays through hugging the kids goodbye as they leave home – before returning to the same couple, now in old age, dancing together again at their golden wedding anniversary. In each scene, the woman – played throughout her life by three different actors – is wearing the same dress, which over time has faded to a dull grey before being restored to its original glory using Vanish.

It is accompanied by the message ‘Over time your clothes lose their brightness. Brighten up your whites by 10 shades’ and ends with the line ‘Clothes live longer with Vanish’.

The campaign comprises TV and digital executions, with OOH to follow later in the year.