Laundry detergent marketer Persil, a part of the Unilever brand, has released an ad which argues that kids spend less time outdoors than inmates at maximum security prison in Indiana.
According Persil, sold as Omo in Australia, on average children now spend less time outdoors than a prison inmate.
UK agency MullenLowe London was behind the interview of inmates at the Wabash Valley Correctional Facility. The “Free The Kids- Dirt Is Good” ad was directed by Toby Dye of RSA Films.
In a statement accompanying the ad, Dye said: “Everything in the film was shot for real with a tiny crew of five, under genuine documentary conditions. Staying true to the documentary approach, we were open to allowing the unscripted and unplanned-for occurrences of filming real life shape our finished film.
“I’m very proud that we have made a film that works on so many levels and have powerfully communicated the intended message in an emotionally engaging, non-judgmental way.”
This is the second advert this week using prisoners, yesterday Polish Red Cross released a campaign showing convicted murderers learning first aid.