The Daz parent, Procter & Gamble, instigated the promotion to cash in on audience similarities in the 27- to 35-year-old working-class mums targeted by both brands.
The TV spot, from Leo Burnett depicts, a typical 60s housewife, who is, ironically, disappointed by the quality of her dazzling whites.
A presenter tells her that with Daz's new voucher she can treat her child to a free Burger King kid's meal. In a time wipe, the white top is shown stained with ketchup, mayonnaise and cola.
The ad ends with the jingle: "Only Daz makes a meal out of washing."
MediaVest has planned a national TV, radio and outdoor campaign with media buying through Starcom Motive. The ad breaks today and runs until February. Leo Burnett's executive creative director, Nick Bell, was the sole creative on the ad.
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