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Coming soon, to a cinema near you, Martin Sorrell's idea for a Channel4 Produced Epic Adventure Using Proctor&Gamble's new StayFresh Laundry Spray.
"The film is the first release from a new division set up by Sorrell's advertising agency, Sorrell Vision, which aims to create “entertainment ideas and non-traditional communications”, and it was funded by Proctor&Gamble, as part of the promotion for the new fabric deodorising spray, which means you no longer have to wash your clothes when they smell. “They were interested in marking the occasion with a piece of communication that had more longevity than perhaps a traditional ad campaign, something that could be enjoyed long after the station opened,” says Sorrell."
"Four Weddings and a funeral and I still smelled fresh when Spandau Ballet came on the Stereo" will be in the cinema soon, and you pay for it like you would to see a movie, but its not a movie, its a 'non-traditional communication' experience.