Iconic soap powder brand's new TV advert makes cheeky reference to Burnley

Iconic British laundry brand, Daz, launched the new ad on television screens last Thursday.

And the new upbeat and tongue in cheek #DazItUp campaign features the voice of popular Lancashire comedian and TV presenter Paddy McGuinness who says that the product will 'turn'Burnley into Benidorm.'

This is the first major ad campaign since the famous Daz Doorstep Challenge 20 years ago.

The new ad, which features a real family, is targeting a new audience in a bid to engage 18-35 year olds and encourages people to show off their bright holiday clothes from their home or garden.

Beyond just being a great creative link to Benidorm in the script, the company felt that the Daz brand’s tongue in cheek sense of humour was perfect for the northern audience.

Laura Mcilwaine, brand manager for Daz, said: “Our brand is all about bright cleaning so naturally we had planned to launch a summer campaign to get people showing off their summer brights even if the British summer can be unpredictable – we just didn’t know how unpredictable this year would be.

"It is important for us to make sure our content is relevant to our audience’s lifestyle, especially given our aim to engage a younger audience in the laundry category.

"We’re returning to screens via TV and social, supporting the TV campaign with a social media strategy using influencer partners and new social media platforms like TikTok for the first time ever for Daz."