Henkel’s laundry brand Persil has launched a new spot that revives its iconic “Weiße Dame” in a time-travel narrative, developed with HeimatTBWA\, produced by e+p films, directed by Florian Meimberg. 
The creative concept centres on the “Lady in White” moving through different eras, using the character as a bridge between Persil’s heritage and its current brand world. The figure itself dates back to 1922, when it was created for Persil by artist Kurt Heiligenstaedt and later became closely associated with the brand’s public “Persil clock” iconography. 
In the campaign coverage, the revival is explicitly framed as AI-enabled, with the character being “digitally” brought back to life. Some reporting describes the production as technically complex and based on a cast model transformed into a “digital twin” via AI.
As one of the first german big brand TV commercials, the spot was hardly discussed in the industry. Some say, it's not matching the visual standards, others say, the production would not have been possible without the new technology.
