The Cetaphil campaign is a textbook case of simple, single-minded, brilliant creative delivering what it’s paid to deliver. And delivering in spades.

The line “When soap is a dirty word” takes a non-soap cleanser that has been around pharmacy shelves for many years and re-engineers its promise to consumers in an instantly recognisable, memorable way that boldly and incontestably snatches the high ground from its competitors.

Like all great creative it encapsulates promise with surprise and delight.

It finds a way to charm and disarm.

It helps delineate the perfect positioning.

It hits the sales jackpot.