Miele: Silent night

Dream clean dreams.
Miele W 1754 with extra silent washing programme.

Brief: Create attention and interest about MIELEs latest washing machine, Miele W 1754, with extra silent washing programme.
Solution: Based on the insight that washing clothes during night time can be very disturbing, we created an ad to emphasize that fact. The clothes became a moon.

Advertising Agency: Jung von Matt, Stockholm, Sweden
Creative Director: Johan Jäger
Art Director: Johan Gustafsson
Copywriter: Petter Dixelius
Photographer: RBLS

February 2010


V's picture
76 pencils

not a totally new idea but it's nice

morse's picture
17002 pencils

I agree.

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

Imagepro's picture
112 pencils

It does not seem so silent, it looks more like a "monster" in the night, i thing the image would be better with the machine standing on a cloud with the moon in the back or something.

Martinez's picture
454 pencils

The moon is in the machine…

I'm a bit tired of these ideas where a double meaning hides in the picture. Or, it might be from case to case maybe. But I don't get the same kick as 7, or whatever, years ago when I saw the TAM airlines ”Best films in the air” ad or the John West tin can-ads (even if those are a bit more obvious, but therefore probably better as well).

xcreativity's picture
2374 pencils

i guess everyone will identify with it, strict to the point.

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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sneakyhands's picture
1857 pencils

i think gary busey locked them in the laundry room with a bag of mushrooms.

hermotsura's picture
254 pencils

that was wicked! kinda agree with you :) maybe it's the angle the picture was taken, but it's a bit menacing, too.

Jinxy79's picture
63 pencils

Imagepro is the ONLY one who made a smart comment followed with an even smarter solution. Anybody else?? Seriously....

Dzsoi's picture
8001 pencils

I kind of like it. Jinxy79, you would be / are an excellent teacher. I am proud of you!

cruzialx's picture
194 pencils

at first look I thought it was a camera 0_o

naveedbaloch's picture
24 pencils

its a ghost moon :)

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