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In an unlikely bit of brand endorsement, Naomi Campbell has been

signed up to advertise Persil Washing-Up Liquid in a campaign breaking

this week.

One of the world’s most expensive supermodels is pictured pulling on her

washing-up gloves above the line, ’What does it take to get me into

rubber?’

Brand response agency MWL, which created the ad, was this week keeping

quiet about what it took - in terms of hard cash - to sign up Campbell

for the campaign for new Teatree and Peppermint variants of the Persil

brand.

But Persil’s brand manager, Oliver Lloyd, said: ’We wanted to use

someone unexpected to add glamour and fun to the otherwise uninteresting

subject of washing-up. When Naomi saw the creative, it made her laugh

and that is the campaign’s objective.’

An on-pack promotion supporting the ad encourages customers to collect

two tokens and send off for a pair of kitsch, sparkling washing-up

gloves in silver or gold.

It remains to be seen whether the ad could open new markets for

supermodels, with Linda Evangelista doing the Shake ’n’ Vac and a

rolling Kate gathering moss on a ride-on lawnmower.