Ariel: Attack, 3

Be prepared with Ariel.

Advertising Agency: Saatchi & Saatchi Guangzhou, China
Executive Creative Director: Ng Fan
Creative Director: Wendy Chan
Art Directors: Ng Fan, Liu Zhong Quing, Ye Zhi Guang
Copywriter: Au Kin Cheong

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10 comments

Mantufayo's picture
Mantufayo
580 pencils

wow! Nice graphics!
I just can feel it over my clothes.
Good work, man.

cmotan's picture
cmotan
189 pencils

GREAT

magintosh's picture
magintosh
62 pencils

beautiful art direction.

shahidali's picture
shahidali
4069 pencils

time for ariel to move out of functional association globally. i don't know whether its a new brand in china. but i've repeatedly been exposed to ariel's preoccupied route to very basic functional claims. may be, this way, they own's the detergent category and some insights also supports the claim. however, globally ariel is an innovator and a premiumly positioned product. it should consider taking the emotional platform.

shahid

GMD10's picture
GMD10
142 pencils

Hi Shahidali,

I think they are absolutely great visuals.

However all it says is; food gets you dirty. Same as 60 years ago.

Therefore ‘be prepared’ is a bad line. We have spend half a century getting to know detergents.

It can’t get any cleaner than clean.

Maybe they should have connected it with heavy duty laundry. Where clean is not a certainty and you can talk about the secrets of modern technology behind your success. Like washing on a cold temperature.

So, yes I agree with you. This is way too basic.

rolling.stone's picture
rolling.stone
2740 pencils

I think copy is lost in translation.

or copy could have been better.

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

why we should care if it's functional or emotional. Good is good.

alexander_bickov's picture
alexander_bickov
3279 pencils

Very nice idea

AXAY555's picture
AXAY555
582 pencils

how can we be prepared the food stains will fall on clothes... i think the idea & visual is unconvincing & forced.
almost similar concepts but these work
http://adsoftheworld.com/media/print/ariel_plus_custard?size=_original
http://adsoftheworld.com/media/print/skip_washing_powder_stain_reversa...

Guest's picture
Guest

I get the point, but it's disgusting. Consumers don't want to be grossed out. Not a good way to lure them into buying your product.

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