theatre commercials.

I saw this commercial today when I went to see "Departed" at the Paramount! I love it! It almost makes me want to read... and give money to the love of reading fund. I think that some of the best commercials I've ever seen are in cinemas. Really something to think about. There was this one about some kind of detergent or something that I saw in several cinemas in London... I'd really want to see that one again! It was about these kids getting their clothes dirty in an attempt to climb a fence to get a glimpse of their pretty neighbour. Can anyone remember what that was?