Two men stand in their laundry room, a glowingly white space. One washes a shirt by hand while the other throws a load of laundry into the washing machine and advises the best way to clean the stained shirt. While talking, he passes behind him, and lovingly touches his shoulders.
"You know that today you can have a careful and very clean wash without the hands?!" he asks, making a sexual joke.
After examining the bottle of detergent, the first man ironically replies: "But tell me, it's the strong and soft side at the same time which pleases you, isn't it? Yes?" His response suggests he may not be talking about the detergent any more, but their relationship.
The ad ends in an elevator, with the shirt washed, dried, and proudly worn by its owner. The second man says to him: "This shirt suits you very well," and puts a hand on the shirt (and the owner's chest).
Another Procter & Gamble ad, which aired in July 2002, featured the man with the dirty shirt from this ad and his mother. Many viewers thought he was playing a gay character, but Procter & Gamble denied this.
For more about the recent Vizir ad, see Christina Blachas' French-language article at www.toutsurlacom.com.