When was the last time you were entertained by a laundry detergent commercial?

In 20 seconds, you get branding, benefits, and a smile.
Bonux is an inexpensive Procter & Gamble detergent launched in Egypt in 2006 (not available in US stores, that we can find). This is the latest campaign for the product, just launched by Leo Burnett Brussels in several languages. The mocking of cliched ad set-ups is certainly not a new strategy, but it works very well here in this staid category. The clean, all-white set motif is simple and smart. One nit (hey, we're the Ad Challenger): The voice talent is a smidgen too smug. Second spot below. See three more here.