Every laundry detergent ad in Russia includes useful advice on laundry. Friends, experts, mothers-in-law. Dozens of advertising characters advise the audience on how to do your laundry.

We decided to stand against old clichés with the sharp-witted “Useless advise” campaign, which consists of characters giving funny and absurd advice on laundry.

We created an eye-catching promo web-site with a special name “Welcome to the web-site of useless advice” and convinced the audience that “expert advice” are useless when there’s Deni 3-Active – an inexpensive quality detergent which handles any challenge.