The film follows Ash, who has never acted before this commercial, throughout the ups and downs of her everyday life as she goes to school, plays drums and paints, and interacts with classmates, friends and family. Ash, who was diagnosed with autism 18 months ago after a three-year long process, relies on her familiar hoodie as a comforting companion.
Ash’s parents, sister Lily and best friends also appear in the film, which was shot by Oscar-winning director Tom Hooper.
“We set out to shatter the misconception that autism primarily impacts boys—balancing positive portrayals of autistic girls’ talents with honest, authentic insights into their struggles,” Harris continued.
Starting a conversation
Cigdem Kurtulus, chief marketing and digital officer at Vanish owner Reckitt, said the campaign aimed to “broaden public understanding, challenge assumptions and inspire an ongoing conversation to help autistic girls, women and all autistic people get the support they need to fulfil their potential.”
Vanish will donate 25 pence from every pack of Vanish Gold Range sold in U.K. Asda stores between March 29 and April 18 to Ambitious About Autism.
Along with the film, the brand has partnered with model and author Christine McGuinness, who will unveil her own must-have clothing item–a grey hoodie–and share her story of autism. The campaign also features influencers ADHD Love and Ellie Midds talking about autism and their relationship to clothing.
Vanish and Havas will host a free exhibition at London’s Gallery@Oxo between March 27 and April 2 to showcase the stories of 12 young autistic girls and their favorite clothing. The brand is also working with Ambitious About Autism and the charity Neurodiversity in Business to build support for its own neurodiverse employees.
