The fast-paced campaign, created by Madrid agency LOLA MullenLowe and Golin London, portrays a group of children fleeing from an unseen enemy. The kids are pictured sliding in the mud, scaling boulders and sprinting through long grass with game-like visuals. But when a small girl emerges from the bushes and taps one of the kids on the shoulder, it's evident that the elaborate activity is a simple game of tag. When the text ‘Only available in real life’ appears, the fictitious game is revealed to be an advertisement for the game-esque excitement of playing outside.
By spoofing gaming marketing while capturing its thrilling energy, Persil has recognised the importance of outdoor play among children and cleverly used video gaming to promote it.
How can products be positioned to appeal to gaming communities? Take note from Persil and incorporate people's digital habits in your marketing