Torture, 3

Agency Network: 
October 2008

Print advertisment created by Saatchi & Saatchi, India for Ariel, within the category: House, Garden.

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

Comments (24)

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Jon-Paul Mountford's picture
Jon-Paul Mountford
Activity Score 890

Dark but brilliant.
Nice change from all the sweet fluffly shmaltz usually associated with washing powders

Tchabana's picture
Activity Score 103

yeah!! dark and the photoshop could e've been better!
but nice campaign

theanc's picture
Activity Score 2783

I don't know. It doesn't catch me.

shahidali's picture
Activity Score 4069

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


Guest's picture

Maybe in India...but too far from my reality. I'm pretty nice with my clothes.

+ a little bit indecent.

everartz's picture
Activity Score 7615

holy sh*t!!!!
this is cool and unusual!
i like it thumbs up!

| everartz |

Guest's picture

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

Bull's picture
Activity Score 48

jeje, bien

bompa's picture
Activity Score 318

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.

hnavas's picture
Activity Score 47

good insight, excellent execution!!!

Wordnerd's picture
Activity Score 6692

Forgive my lack of knowledge of the indian culture, but: Do you guys seriously boil pants in a pot to clean them?

Guest's picture

Forgive my lack of knowledge of your sensibilities but do you seriously think Indians boil pants in a pot to clean them??

Wordnerd's picture
Activity Score 6692

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

Guest's picture

trying too hard. just ok.

nomanjin's picture
Activity Score 25

Its just ok

Guest's picture

good idea, brilliant execution

hadrianapolis's picture
Activity Score 733

Just for India i guess. Are there anyone who not using washing machine?

Guest's picture

Another headline could read: "Stop being cruel to adsoftheworld visitors."

joelapompe's picture
Activity Score 3851

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"

Adnomist's picture
Activity Score 51

Good campaign


samwanzer28's picture
Activity Score 313

Isn't this just a metaphore of what our clothes goes through during washing?

Guest's picture

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.

Guest's picture

"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

Muneer Bhatti's picture
Muneer Bhatti
Activity Score 146

thumbs up yaar, its very different