Stop being cruel to your clothes.
Advertising Agency: Saatchi & Saatchi, Mumbai, India
Creative Director: Juju Basu
Art Director / Illustrator: Sandeep Poyekar
Copywriter: Amit S Acharekar
Photographer: Amol Jadhav
Published: October 2008
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24 Comments
Dark but brilliant.
Nice change from all the sweet fluffly shmaltz usually associated with washing powders
www.jpmountford.com
www.jpmountford.com
yeah!! dark and the photoshop could e've been better!
but nice campaign
ctchabana@gmail.com
ctchabana@live.com
I don't know. It doesn't catch me.
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fantastic route of saying that areal cares for the clothes!!!
I really like the copy. simple and effective.
the visual is also marvelous.
well done. this is probably the best S&S- india work i've seen
shahid
Maybe in India...but too far from my reality. I'm pretty nice with my clothes.
+ a little bit indecent.
holy sh*t!!!!
this is cool and unusual!
i like it thumbs up!
| Everartz |
great stuff guys. what leo burnett had initiated has reached a full circle with saatchi. here's doffing my fedora to the team. and also the client
jeje, bien
Come on, we see movies from india and how people wash their clothes. I think is fresh, nice with a good concept. I have a doubt, is this is a real job? Great work anyway.
good insight, excellent execution!!!
Forgive my lack of knowledge of the indian culture, but: Do you guys seriously boil pants in a pot to clean them?
Forgive my lack of knowledge of your sensibilities but do you seriously think Indians boil pants in a pot to clean them??
that's the point: i don't. and that's why i don't think it's good. comparing your new detergent to middle age cloth cleaning is weak
trying too hard. just ok.
Its just ok
good idea, brilliant execution
Just for India i guess. Are there anyone who not using washing machine?
Another headline could read: "Stop being cruel to adsoftheworld visitors."
or "stop being cruel to the client by selling him scam ads for festivals that are offensive for real victims, not funny and out of purpose"
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Good campaign
h..m.mmmmm
Isn't this just a metaphore of what our clothes goes through during washing?
que sera sera
fresh work. if you Saatchi guys have done as this as a scam for awards, it's a shame. haven't seen it aywhere except here. work like this should be realeased across all media for people to see. but the f**kall servicing can never convince the client to go all-out with this. this is an example that a good idea can sell too and is not only for juries.
"Iron rust stains can be removed from washable delicate cottons and linens by moistening the stain with water, squeeze lemon juice directly onto the stain and hold it in the steam from a boiling teakettle for a few minutes. Rinse with water and repeat as many times as necessary. Another method is to boil the article in a solution of 4 tsp. of cream of tartar to a pint of water. Boil until the stain is removed, then rinse in plenty of water. "
i found this online as a remedy to remove stains!
so i guess this brilliant concept was based on the fact that you neednt go the cruel route to remove that stain and its easier with ariel :)
~ amortentia
thumbs up yaar, its very different
Muneer Bhatti
muneerbhatti@msn.com
0300 2947 023