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Persil has signed up England football star Michael Owen for a £15m advertising campaign that breaks today (Thursday). The 40-second ad by J Walter Thompson opens in the 80s with an 18-month-old boy being swung by his father so that his feet kick a football. It cuts to a two-year-old kicking a football in a back garden, then to a park, where aged seven he is seen scoring, with his father and brothers covered in mud. As his skills improve, his mother resigns herself to an increasingly muddied kit. The ad ends with Owen thanking his mum, who features in a voiceover throughout, by giving her a box of Persil. Media was bought and planned through Initiative Media London.