A out-of-the-box clutter breaking campaign (without a product window) that clearly communicates not only a bold message about stains being good but also educates the customer on growing children. Would be likeable amongst children too as it clearly demonstrates the fact that children love to behave as adults. It reinforces the belief amongst the TG that with Surf Excel, you can do away with any kind of stains.Also creates curiosity amongst marketers watching the ad for the first time regarding the product being advertised as the pack shot appears in the end.Congratulations to the Lowe team and the Brand Manager for this, though would also like a clarification if this is a copied ad of Persil from Unilever. If it is, it certainly puts a question mark on the creativity displayed here by the local agency and denotes plagiarism at its best.Overall, a brilliantly executed ad without using any professional models as it uses children to communicate.