has learned that Cameron Mathison (Ryan Lavery, All My Children) has booked another sort of soap gig – he’s starring in a new ad campaign being launched to promote Cheer laundry detergent!

Proctor and Gamble has announced that the new ad campaign was inspired by Daytime drama, and will be called “Brighten Bay.” It will feature storylines and webisodes set in the fictional Brighten Bay community, and surrounding Mathison’s character, Dr. Dan, who is touted as ‘the bright spot in a dirty world’. readers anxious to get a glimpse of the new campaign can log on at Brighten Bay to follow the story and enter contests! Congrats to Cameron!

Let know what you think of Cameron’s soapy new job in the comment section below!