Dawn ultra-concentrated dish soap Start with a simple product truth. Dawn dish liquid is ultra-concentrated, so a little cleans a lot. From there, it was easy to imagine Robbie Knievel leaping over 10,000 dishes on a motorcycle. Right? After the filming of the commercial wrapped, news cameras swarmed Robbie. His wacky jump was covered on stations around the country and was even featured on ESPN’s “Plays of the Week.” The TV spot is followed by clips of the media blitz.