Cannes Lions

CHEER

LEO BURNETT, Toronto / PROCTER & GAMBLE / 2003

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The black screen slowly fades to grey throughout without the viewer noticing. The supers tell us how quickly your black cloths can fade without you even noticing. We then see the original shade of black on half of the screen, followed by Cheer laundry detergent, which doesn't let colour fade.

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