Unilever Hopes Detergent's Low-Price Campaign Won't Be a Wash

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CINCINNATI (AdAge.com) -- Unilever, Greenwich, Conn., hopes the butler does it for All laundry detergent in 30- and 15-second versions of a TV ad breaking Monday featuring a real-life butler.

The work is the first effort by Interpublic Group of Cos.' Lowe Worldwide, New York, behind the brand's new value positioning.

Part of a $30 million marketing effort for the brand, the ad will run in prime time and daytime on network and cable, including MTV, Lifetime and Oxygen.

The ad's director discovered prototypical British-born and Los Angeles-employed butler, Alan Selka, at the home of a movie producer. Mr. Selka, who resumed his day job after shooting the spot, pokes fun at the profligate spending habits of his imaginary employer, a supermodel. Then he tells how he washes her clothes in All because it keeps them looking as good as more expensive brands do.

Unilever shifted the account last year to Lowe from WPP Group's J. Walter Thompson, New York, in a global re-alignment of assignments for its laundry brands.

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