Ariel; Food that bites back.

I picked this one up from LRB’s forums. It’s an Ariel washing detergent campaign that looks visually striking, which is great; but whether it pushes sales at point of purchase is another thing. It’s easy to get lost in the creative – it really jumps out at you; but I had a hard time remembering the detergent as the creative takes over the entire thing.

Case in point, if you switched the brand for any other detergent brand, would it effect the message? Probably not. With interchangeability of Brand’s that arguably say the same thing, it seems the more strategic (though likely less entertaining) route would be an increased focus on the Brand, rather than the creative. Perhaps this is an issue with FMCG products? Maybe yes, maybe no.

Note to self: Make sure crab is dead before attempting to eat.

Solutions? I don’t know – I guess perhaps if you had a small mom in the corner with a shield that said “Ariel” on it protecting her kids from stains, then it would work as a “defend with ariel.”

Welcome to the Hamburger Solar System.

Or maybe this: since the campaign’s tagline is “Be prepared with Ariel” maybe something else – like a mother lowering one of those fancy glass lids that entirely encase its contents (like the ones they use for cakes at bakeries) with the Ariel brand on it containing all the chaos from the “food attack”?

So many phallic symbols, so little time.

Anyone can be an armchair creative I think – but hey maybe that would work to get the message across. Your thoughts?

If this suddenly happens to your pasta, then stains may be the least of your problems.

–
Advertising Agency: Saatchi & Saatchi Guangzhou, China
Executive Creative Director: Ng Fan
Creative Director: Wendy Chan
Art Directors: Ng Fan, Wendy Chan, Liu Zhong Quing, Ye Zhi Guang
Copywriter: Au Kin Cheong

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Tagged as: i. China Advertising