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Dawn CleanupThe timing was sadly prescient for an ad from Procter & Gamble’s Dawn Ultra, with a cause-related message about how the dish detergent helps to save birds and other wildlife fouled by oil spills. The spot debuted on national TV April 7, just 13 days before the explosion occurred on the British Petroleum oil rig in the Gulf of Mexico that led to the ongoing environmental disaster there.

The ad, which features oil-soaked birds and marine mammals being bathed in Dawn along with a pitch to buy the product and help build P&G’s $1 per bottle donation fund to wildlife groups, topped the Ace Metrix list of the most creatively effective TV spots breaking in the second quarter.

Checkout the full article @ADWEEK.

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