Hemel Hempstead Olympic gold medallist launches new fragrance inspired by fresh laundry

A new perfume which aims to capture the essence of fresh laundry has been launched with a series of ads starring Hemel Hempstead's record Olympic gold medal winner Max Whitlock.

The British athlete stars in a new washing machine campaign from Samsung that gently mocks traditional perfume ads.

Max emulates some of the world’s most famous ads and showcases his impressive pommel horse moves on top of the machine as he promotes the new perfume created by Samsung.

The unisex fragrance ‘Freshly Laundered – Eco Edition’ has been specially created to mark the launch of Samsung’s new ecobubble washing machine.

The bottle is an exact replica of the eco-friendly laundry range and will be available free to the first purchasers of the new ecobubble washing machine from Samsung KX, in Coal Drops Yard, King’s Cross, London.

The launch video pays homage to Brad Pitt’s infamous commercials for Chanel No.5 - with the young Olympian in philosophical and moody mode as he ponders the mysteries of life and laundry.

The Team GB Olympian sends up some of the industry’s clichés by seductively running his hand over the edge of a washing machine and spraying himself with perfume before sniffing a Union Jack flag.

Max can also be seen putting his spin on well-loved and celebrated ads such as Dolce & Gabbana’s Light Blue commercial - originally starring David Gandy - and Versace’s 2014 advert for Eros.

The ‘Freshly Laundered – Eco Edition’ scent comes in a unique glass bottle, which is a miniaturised version of the ecobubble washing machine.

The newest ecobubble is Samsung’s most eco-friendly model yet, bringing together some of its most powerful technologies to cut down on wash times and energy consumption.

Max Whitlock said: “This new Samsung machine is an amazing piece of kit – it washes clothes brilliantly but also doubles up as a perfect pommel horse.

"The perfume smells amazing too – as athletes we spend much of our working lives surrounded by sweaty kit so we appreciate the refreshing smell of clean laundry more than most!

"I had a huge amount of fun creating a range of spoof ads for the new Samsung ecobubble, it’s even better knowing that I’m helping to launch a product that’s eco-friendly and is making a difference to the environment."

Expert perfumer Sarah McCartney created the scent to perfectly capture the smell of fresh laundry following research which revealed that Brits rate the smell of clean clothes as their favourite scent.

The final fragrance contains four musks which evoke the smell of a fresh garden and fresh water, paired with aromas of lily of the valley.

Samsung audited 2000 British adults to pinpoint the nation’s favourite smells. The results positioned fresh laundry at the top of the pile, closely followed by clean bedsheets, cakes baking in the oven, the seaside air and freshly cut grass.

Ruth Story, head of marketing digital appliances at Samsung Electronics UK Ltd, said: “The UK has officially spoken; our favourite smell is fresh and clean laundry and we’re thrilled to be celebrating the launch of the Samsung ecobubble with our very own bespoke perfume.

"The Samsung ecobubble washing machine has been designed to incorporate some our most advanced technology which will help us all wash more efficiently and effectively whilst still getting a great wash performance."