Celebrity endorsement is nothing new. What is new, is the format the brand took when employing renowned local media figure, Mona Abou Hamza, as ambassadress for the brand’s image. This not only lent the work great buzz, but also cemented the message of freshness considering her vibrant persona. The onine ads run the audience through Hamza’s hectic worklife yet “precious moments” in a diary like series (#Monadiary) to emphasise the protection Persil dark has on the colours she is wearing. How effective is celebrity endorsement, that’s the main question that remains to be asked?