Myth: Gulliver

Legendary Frosty Freshness.

The Myth laundry detergent, which makes linen frosty fresh, has a longstanding history in the Russian market and its symbol, Moydodyr, is familiar to each one of us since childhood. If ever there was a legendary brand, Myth can rightfully be called so. It is precisely this that has influenced the choice of theme for the new Myth campaign.

Having chosen the well-known image of Gulliver captured by Lilliputians, the authors showed what would happen if Gulliver used Myth to wash his clothes. The scent of his shirt would be truly winter fresh, so much so that the Lilliputians would use the giant for snow attractions during the summer: some are sliding down the shirt as if it was a snow hill, some are creating snow angels, while others just stroll around, enjoying the fresh winter air.

Advertising Agency: Leo Burnett Moscow, Russia
Executive Creative Director: Mikhail Kudashkin
Creative Group Head: Alexandr Ovsyankin
Senior Art Director: Mikhail Yarovikov
Junior Copywriter: Yulia Samoylenko
Creative Director of the Design Studio: Dmitry Jakovlev
Designer: Kirill Sirotin
Illustrator: Ilia Orlov
Group Account Manager: Ekaterina Georgievskaya
Group Production Manager: Oksana Severin
Producer: Anna Flankina

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9 comments

danielchapman's picture
danielchapman
292 pencils

Way too confusing.

The art doesn't make it clear that it's summer, which is an integral part of the concept if you want people to understand.

Maybe if the art was absolutely amazing, and there was a better headline that made it quicker to understand, it could be a decent ad.

This, however, isn't.

kleenex's picture
kleenex
28715 pencils

nice art, but it does not work for the product being sold.

lexain's picture
lexain
58 pencils

confused...might look good in colors

anooprp's picture
anooprp
103 pencils

If your rationale itself is bigger than the ad then what's the point?

Anoop RP - Copywriter

dbor's picture
dbor
1455 pencils

" The scent of his shirt would be truly winter fresh, so much so that the Lilliputians would use the giant for snow attractions during the summer: some are sliding down the shirt as if it was a snow hill, some are creating snow angels, while others just stroll around, enjoying the fresh winter air"
Guys, stop smoking!

dbor's picture
dbor
1455 pencils

" The scent of his shirt would be truly winter fresh, so much so that the Lilliputians would use the giant for snow attractions during the summer: some are sliding down the shirt as if it was a snow hill, some are creating snow angels, while others just stroll around, enjoying the fresh winter air"
Guys, stop smoking!

dbor's picture
dbor
1455 pencils

" The scent of his shirt would be truly winter fresh, so much so that the Lilliputians would use the giant for snow attractions during the summer: some are sliding down the shirt as if it was a snow hill, some are creating snow angels, while others just stroll around, enjoying the fresh winter air"
Guys, stop smoking!

katherin1's picture
katherin1
64 pencils

This Gulliver reminded me those day when i was addicted to see Gulliver show which was shown on tv at childhood.

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