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Simple has partnered Little Mix in a bid to encourage the British people to show some kindness.

The ad shows Perrie Edwards, Leigh-Anne Pinnock, Jade Thirlwall and Jesy Nelson as they use Simple’s eco-friendly face wipes, encouraging the public to "choose kindness" in their everyday lives.

Launching alongside retail activity, as well as additional content via Snapchat, the work was created by Rebecca Wardell and Kate Craggs, and directed by Laurence Warder through 4th Floor and Sony Music.

Last year, Simple and Little Mix collaborated with anti-bullying charity Ditch the Label to launch a film highlighting the issue of online bullying.