The film is a day in the life of Ash, cast alongside her real family and friends, and the visceral importance of her hoodie. Everything in the film is based on lived experience.

Ash’s morning routine is disturbed by her family running late. She stims with her hoodie to calm herself. This volatility continues through the school day. We see her excel at maths, but when someone accidentally brushes against her in the corridor, it sends her autism into overdrive and she retreats to the sensory room.

Once home, she gets paint on her beloved hoodie and asks dad to wash it. The tender way he folds it and places it on the bannister speaks volumes.

Ash's sister's patience snaps when a therapeutic drum solo interrupts her favourite programme. She takes her sister’s hoodie. This sends Ash into shutdown, but once reunited she attends school with her close friends.

Vanish penetration has been in decline since 2018 (-102bps). As a premium priced additive, the brand is losing relevance and wallet share, most consumers (70%) still see the brand as a straightforward stain remover only. In fact, in 2021 Vanish reformulated to offer multiple garment care benefits, however awareness of this remains low (46%). Furthermore, as a discretionary laundry additive, Vanish is fighting for relevance against detergents which are increasingly claiming many of the same benefits.

In a category saturated by performance messaging, we needed to move beyond the purely functional and connect with our consumers. We needed a fresh perspective in order to shift perceptions of our product proposition and to drive relevance and usage. We aimed to achieve this via our purpose-led proposition of ‘making clothes live longer’.

66x pieces of coverage

3.8b reach

+60m impressions on Twitter of 'Vanish' and 'autism' of which 88% were positive

TikTok virality = +5m views

+190% new visitors on Ambitious About Autism website since launch

+2,000% increase in engagement on Vanish landing page (vs previous period based on average daily visit numbers).

82% score ad a 5 or 4 star rating (vs. the norm of 70% tested by 4Youth since Jan 2022).

79% feel more informed about the lived experience of autism since watching advert

68% had a positive perception of Vanish after watching the ad (vs. the norm of 60%)

53% say they will do more research into how Vanish is supporting this cause after watching the ad. (Channel 4 "Mirror On" report)

74% value sales uplift vs. previous promotional period

Vanish share of stain +2% during campaign period

Vanish is providing a total category uplift during the promotional period