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To mark the tenth anniversary of its charity partnership with the Make-A-Wish-Foundation, Fairy has released a campaign featuring the actor Sean Bean. Grey London created the TV spot, which is supported by cinema and in-store ads. Bean plays an action hero filming an over-the-top sequence to fulfil the wishes of a nine-year-old who wants to be a director for a day. The work was created by Jo Sissons, Kate Allsop and Mady Morris, and directed by Jamie Childs through Production International.