Fairy Detergent: Wall

Soften their world.

Advertising Agency: Leo Burnett, Toronto, Canada
Creative Directors: Israel Diaz
Chief Creative Officer: Judy John
Art Directors: Israel Diaz
Copywriter: Steve Persico
Designer: Natalia Grosner
Photographers: Frank Hoedl, Westside Studio
Art Buyer: Heather Morton
Print Producer: Ann Peck
Published: March 2009


emQue's picture
15 pencils


Guest's picture

there's a baby outfit on the 'sharp corner' of the shelf on the right, acting as a buffer so the kid doesn't hurt himself.. it should have at least been applied to every corner/edge

Guest's picture

if u were a parent u would know :) parents stick soft protection covers to just about every sharp corner in their homes. so if the kid bumps his head into one it does not get hurt. protection covers=soft > clothes washed with fairy=soft this series is very clever one. me like it :)

morse's picture
16575 pencils

Works. Good work.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture

good idea.. poor attention to detail ( aka - art direction )

Guest's picture

What is with the massive afro on the baby???

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

It does look nice and fluffy, doesn't it?

HEY, waaaaait a minute! Did they wash the baby's hair with the.....

just write's picture
just write
653 pencils

welll... it's a good idea.. but doesnt work for me... well some people will definately praise it...

Davosk's picture
4815 pencils

These are very cold environments to bring up kids in, they seem very depressing.

Guest's picture

decent photo graph but the ad concept does not sell - www.valayam.com

Guest's picture

after explanation I got it but I'm no parent so the ad wasn't aimed at me. I like it very much after reading the comments though.

Guest's picture

I agree with the earlier comment that if the idea is no sharp edges, then what a bout the other walls and furniture. Weak.

Guest's picture

maybe the kid just has a thing about banging his head on that one corner.

Guest's picture

Is that the Notorious B.I.G. baby from the ready to die album?

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