Persil Smart Series gives us a DOSE
Charley Stadler directs a new spot for Persil through Rebolucion and LOLA MullenLowe.
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You don’t need a robot to load a washing machine, but in Madrid, one was built anyway.
Unilever’s global lead agency LOLA MullenLowe set out to create a film that deliberately blurs the line between precision engineering and absurdity, hiring production company Rebolucion Executive producers Ramón Corominas and Sete Ledo, with their director Charley Stadler to bring the vision to life. The result is the “Useless Robot,” a meticulously designed machine built to perform a single, almost trivial task: pouring detergent into a washing machine.
Captured through stylised plate shots across Madrid with a cold, controlled, and highly cinematic aesthetic, the film establishes a world of calculated precision. This foundation was then elevated in post-production in collaboration with Metropolitana, where a fully realised 3D rig was engineered and seamlessly integrated into the footage. Due to tight timelines, the production embraced a hybrid approach: around 70% of the film was crafted using classical 3D techniques, while the remaining sequences were enhanced through AI-driven animation, subtly pushing the visuals into an uncanny, forward-looking space.
Credits
View on- Agency LOLA MullenLowe/Madrid
- Production Company Rebolucion/Madrid
- Director Charley Stadler
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Credits
View on- Agency LOLA MullenLowe/Madrid
- Production Company Rebolucion/Madrid
- Director Charley Stadler
- Executive Producer Ramon Corominas
- Executive Producer Sete Ledo
- Producer Lucy Perez Aldeanueva
- Post Production Metropolitana
- Conform Serena
- Music MassiveMusic/Madrid
- Executive Creative Director Tomas Ostiglia
- Creative Director Andrea Afeltra
- Creative Director Munia Bilbao
- Creative Supervisor Pablo Luna
- Creative Supervisor Kenny Quiroz
- Junior Creative Alexandra Martin
- Junior Creative Miguel Angel Gracia Santos
- Producer Felipe Calvino
- Producer Cristina Panea
- Junior Producer Luisa Ojeda
- Production Designer Eric Dover
- DP Adri Del Val
- Editor Vicente Alvarez
- Sound Designer Marco Caricola
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Credits
powered by- Agency LOLA MullenLowe/Madrid
- Production Company Rebolucion/Madrid
- Director Charley Stadler
- Executive Producer Ramon Corominas
- Executive Producer Sete Ledo
- Producer Lucy Perez Aldeanueva
- Post Production Metropolitana
- Conform Serena
- Music MassiveMusic/Madrid
- Executive Creative Director Tomas Ostiglia
- Creative Director Andrea Afeltra
- Creative Director Munia Bilbao
- Creative Supervisor Pablo Luna
- Creative Supervisor Kenny Quiroz
- Junior Creative Alexandra Martin
- Junior Creative Miguel Angel Gracia Santos
- Producer Felipe Calvino
- Producer Cristina Panea
- Junior Producer Luisa Ojeda
- Production Designer Eric Dover
- DP Adri Del Val
- Editor Vicente Alvarez
- Sound Designer Marco Caricola
However, the film’s technological ambition is ultimately a narrative device. Developed under the concept “D.O.S.E.”, the campaign for Persil and Comfort begins by presenting the illusion of a breakthrough in home automation, only to reveal that the true innovation lies elsewhere. Rather than introducing new hardware, the brands shift the focus to what powers the machine: the detergent itself.
With the introduction of the “Smart Series,” a range specifically designed for washing machines with automatic dosing systems, Persil and Comfort respond to a growing gap in the market. The formulation is engineered for precise dosing, effective stain removal, and the prevention of blockages, optimising the performance of existing technology instead of adding new layers of complexity.
By reframing innovation in this way, the campaign moves away from the idea that progress must come in the form of new devices. Instead, it highlights a more integrated and efficient approach, one where performance is enhanced at the source. The future of laundry, the film suggests, is not defined by bigger or more complex machines, but by smarter solutions already within reach.
