Villarriba and Villabajo are two fictional Spanish villages that serve as the setting for a series of advertising campaigns for Procter & Gamble's Fairy brand.
Originally created in Spain in 1991 for Fairy dishwashing liquid, the campaign has been renewed over the years, expanded to other products of the brand and used in several international markets.
[3] The commercial was soon dubbed into other languages and used in markets such as the United Kingdom, Germany, Russia, Portugal and Greece, replacing the detergent bottle with the corresponding local one.
[4] The advertising campaign has been renewed –and exported– many times over the years showing different fiestas in Villarriba and Villabajo –where they have to scrub different large pans or grills or wash a large number of dirty dishes–, it was expanded to other products of the brand –such as dishwasher detergent and laundry detergent– and it has even had local versions abroad –such as Neukirch and Altkirch in Germany or Vila de Cima and Vila de Baixo in Portugal–.
[5] To differentiate the fictional towns, the residents of Villarriba use Fairy's usual green color extensively at fiestas –in aprons, clothing, tablecloths, banners and decorations–, while those of Villabajo use blue.
For the television series, Villarriba and Villabajo are two bordering villages belonging to two different provinces in two different autonomous communities that form the same population center.