Palmolive Sta-Soft: Line-Up

Love your clothes.

Advertising Agency: Y&R, Johannesburg, South Africa
Chief Creative Officer: Michael Blore
Executive Creative Director: Liam Wielopolski
Creative Director: Ian Franks
Art Director: Grant Seller, Bruce Murphy
Photographer: Michael Meyersfeld
Art Buyer: Katherine Legg
Account Manager: Paola Masullo


Richa Agrawal's picture
Richa Agrawal
324 pencils

just like the logo placed as tag. rest everything is crap. sorry.

kaustubhmax's picture
55 pencils

i didnt understand the idea....Can some one please explain...

Afro the cat's picture
Afro the cat
16 pencils

It's obvious(not really) that the one who commited the crime is the guy with the mask. He loves his soft clothes so much he doesn't take his mask off. Which gets him caught.

I think the idea is good but maybe the other guys in the line shouldn't have that much of a criminal look to direct the attention to the guy with the mask. Also you can't really tell who the woman is pointing at so that doesn't help either. (maybe use a POV shot instead?)
Other than that, masks aren't really considered clothes I think, most probably because they are not used in everyday life. And that is another element which is making this ad hard to understand.

in short: Good idea, too bad it's not simple enough.

Barbara O.'s picture
Barbara O.
206 pencils

Thanks for the explanation but way too late to get me hooked to the idea. I am still wondering though - about the mask that is.
You are right, this is definitely not a simple ad.

Barbara O.

kaustubhmax's picture
55 pencils

just now got it.....after reading comment from Afro...Thanks
I think advertiser gets only "3" seconds to convince the viewer....and I am very careful about it ...........

bate_palmas's picture
1479 pencils

Surprised this turkey ever got produced. Did you really expect people would understand this?

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