The activity follows its recent £4m TV campaign, created by Lowe, showing comedians Adam and Joe testing out Surf's' guarantee to remove 99 stains by torturing designer Laurence Llewelyn-Bowen.
The public is being asked to choose another celebrity to undergo the 'Surf 99 stains torture test', out of glamour model Jordan, psychic Uri Geller and ventriloquist Keith Harris.
Three 'election campaign teams', run by brand experience agency iD, are pushing the campaign in pubs and bars in cities like Manchester, Leeds, London, Newcastle and Birmingham. Flyers and other material promote the site and the SMS vote, which is being run by 'participation TV' agency Red Fig.
Red Fig created a bespoke voting application for the push, which gives Unilever access to a web-based vote-tracker for measurement purposes.
The TV campaign has an additional 10-second slot driving viewers to the web site to vote for a celebrity.
The web-voting application, which is accessible on Surf's site (www.surf.co.uk), contains details and pictures of all three celebrities. Visitors to the site can choose to 'save' or 'stain' each of them.
"The Save a Celebrity activity is a great opportunity to deliver key brand messages and have fun with our consumers," said Shahla Rushworth, brand activation manager for Surf.
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