PRIMARY WAVE AUTOGRAPHS KILLER NEW EURO AD SYNC

Primary Wave has landed a big sync in a new commercial—oh, sorry, advert—for Persil detergent, which is soundtracked by indie singer-songwriter Griff Clawson’s cover of The Cranberries’ 1993 smash “Dreams.” Look for this moving spot to run all over Europe.

The clip, which has the heft of a short film and is titled The Autograph, centers around a young Arsenal soccer fan’s attempts to secure an autograph from Arsenal star Bukayo Saka on a beloved piece of clothing, which promptly disappears after being washed with Persil’s highly effective new detergent capsules. What happens next will fly into your heart like a winning kick into the center of the goal. Or something.

The commercial is already drawing raves from viewers, who have reported tearing up thanks to both the story and soundtrack. Will the spot win awards in the ad sector? We wouldn’t be remotely surprised. Also: We’re not crying. You’re crying.

The placement is the result of a partnership with Primary Wave’s U.K./Europe sync consultant, Stoddart Music. Clawson's rendition of the song, by the by, originated during a Cranberries-themed "sync-focused covers camp" orchestrated by Primary Wave.

In other PW news, the company's pubco division has two writers, Tyler Mehlenbacher and Sergui Gherman, on the giant new Hozier song, "Too Sweet." Now get cracking on that "Sweet" Cadbury-ad sync, lads.