‘Love stories on the radio’ are a series of ‘audiobook’ style short stories. Designed to answer the creative challenge – to get listeners to consider using Cif Cream to clean objects other than just sinks and baths – each execution first creates the impression of some kind of romantic encounter. Only at the end of each commercial is it revealed that the protagonist has actually fallen in love with an object they have restored back to its former glory with Cif Cream. To add depth and authenticity to the audiobook format, each story is read by a well-known actor.

Narrator: Love stories on the radio. ‘Burning desire’, by Randy Cooke

Harry was not a man prone to outward displays of emotion. The many hours spent outdoors, in all weathers, had hardened him somehow. But even they couldn’t prepare him for this.

Instantly, the ‘tough guy’ facade began to crumble.The chiselled jaw started to wobble. His steely blue eyes moistened with emotion. She’d come back to him: even more beautiful now. It wouldn’t be long before his envious friends were gathering around once more, trying to muscle in. But for now, it was just the two of them, alone on the patio. His excitement mounted as he lit the coals beneath his now gleaming barbecue and whipped out his tongs.

VO: Fall in love all over again, with the amazing cleaning power of Cif cream.

Cif. Goodbye ugly dirt. Hello beautiful.