Henkel’s laundry brand Persil has launched a new AI-powered TV commercial that revives its iconic “Weiße Dame” in a time-travel narrative. The campaign was developed by HeimatTBWA, produced by e+p films, and directed by Florian Meimberg.

The creative concept reintroduces the historic “Lady in White” as a central brand asset, moving through different eras and linking Persil’s heritage with its current positioning. The character dates back to 1922, when it was created by artist Kurt Heiligenstaedt and later became widely known through the brand’s “Persil clock” iconography.

The new spot positions itself clearly as an AI-enabled production. According to campaign coverage, the character was digitally recreated using AI technology, reportedly based on a cast model transformed into a digital twin. The production is described as technically complex and as one of the first German big-brand TV commercials to integrate AI in this way.

Interestingly, the campaign has sparked little discussion within the German advertising industry. Some critics question whether it meets established visual standards. Others argue that the production would not have been possible without generative AI and digital twin technology.

Watch the spot and form your own opinion on LinkedIn