The ad starts in black and white with a Fairy Mum in 1950’s clothing standing in a 1950’s kitchen with her 1950’s daughter. She is holding a 1950’s bottle of Fairy Liquid. She looks to camera and says ‘I hardly ever buy Fairy Liquid’. We then see in colour the same Mum in the 1960’s, the 1970’s, the 1980’s and the present day. Each time she shows us the bottle of Fairy Liquid of the period and declares ‘ I hardly ever buy Fairy Liquid. As we watch authentic heritage style shots of washing plates and clean plates piling up, the Voice Over tells us that the reason Mum hardly ever buys it, is that Fairy Liquid lasts a long long time – 50% longer than the next best selling brand. We end on the line: Trust Fairy Cleaning Power. Trust Fairy Value.