Dash - Schonen Hoek

In this blog we will talk about the TV spots of Dash. The spots aren’t regular spots, but they are more like a soap. The name of the series is ‘Schonen Hoek’. Procter & Gamble, the manufacturer of Dash, thought that their old spots with the ‘witter dan wit’-campaigns weren’t good anymore. They were functional en recognizable but there was no emotional connection with the brand.

The episodes have a duration of 40 seconds and they have every classic theme like in a normal soap: love, jealousy, happiness, troubles…

I will give you a few examples of stories:

Rita found a strange bra in the chamber of her son Steve. She goes to Steve and tells him that she found a bra in his room. At that moment Steve is in a pub with his girlfriend. At the end of the story asks Rita why the bra is so grey? Solution à Dash.

In the fifth story sings Sandra Kim a song about Dash on the music of J’Aime La Vie. The name of the song is J’Aime Le Blanc in the series.

The eleventh story is located in a wash salon. You see a handsome man who needs washing powder and some ladies wants to help him. One of the ladies says that Dash is the best en she shows her white bra. At that moment passes Marcel, the husband of Rita, with his car and gets an accident.

I liked the idea of making a soap of a TV spot. Procter & Gamble had also a little bit media attention, because it was something new, nobody had did this before. Thanks too the media attention they created a little buzz, there were people talking about Dash and they created an emotional connection with the brand so the mission was accomplished!!