The new campaign, created by J Walter Thompson, comprises two 30-second television ads, as well as radio, print and poster executions.
Moving away from the animated Persil campaigns of late, the ads are live action, and show kids playing in worlds created by their imaginations -- but getting real-life stains on their clothes.
One ad, "dwarves", shows a girl pretending to bake a fairy cake for her friends, the seven dwarves, who are coming for dinner. In the second, "beanstalk", two boys imagine they are on an adventure, growing a huge beanstalk to reach a giant's kingdom.
Both films flash back to reality, with the children seen in their dirty play clothes, and their mothers using Persil Performance laundry tablets to clean their clothes, with the fizzing action helping to remove stains.
The print/radio/poster ads will demonstrate in unusual ways the efficacy of the fizzing action.
"Dwarves" breaks this week, with media planning and buying through Initiative Media.
A Lever Faberge spokesperson said: "The new TV ads demonstrate in a fresh and surprising way that thanks to Persil you can now relax about the inevitable aftermath of your kids' creative exploration."
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