Daz drops the doorstep challenge

The makers of washing powder Daz today said it had scrapped its infamous doorstep challenge TV adverts after 10 years.

In each commercial a celebrity would knock at the door of a housewife, with a film crew in tow, and ask them to try Daz, with the boast that it would make their cleaning whiter.

Among those to star in the adverts were Danny Baker, Michael Barrymore and more recently Shane Ritchie.

Daz maker Procter and Gamble said it had decided to replace the doorstep challenge format with a campaign based around a soap opera theme.

The first advert, which begins today, is set in a street named Cleaner Close.

A Procter and Gamble spokeswoman said: “Things evolve and we wanted to try something new.”