F/Nazca Saatchi & Saatchi is an advertising agency in Brazil, founded in April 1994, own by the publicist and businessman Fabio Fernandes. One of his the most famous clients was Procter & Gamble where F/Nazca created a detergent commercial for Ariel. Ariel is a marketing line of laundry detergents.
The concept and goal of the commercial is to demonstrate the cleaning strength that Ariel has when it penetrates deep clothes steins with the simple act of touching them and making them look like brand new. In other words, the concept is simply that with Ariel you can restore your close and make it look like brand new. I find the commercial creative for several reasons. Many of the detergent commercials on TV usually show someone putting stein close inside a washer and later on when clothes is taken out it looks brand new. However, in this commercial the ad focuses more on how the detergent interacts with clothes in slow motion giving the audience a better idea of how Ariel works and the reasons of why it is very effective. The ad is creative because the liquid detergent is actually traveling on water looking for steins and when it finds them it quickly goes towards them and makes them disappear. The design has a nice light back ground that strengthens feeling of something clean. The idea and message is well executed and it’s also innovating by the fact that this commercial doesn’t involve people. The commercial takes a different approach by focusing more on the process of how Ariel cleans clothes by traveling under water and cleaning tough stains.
Website
Lurzer’s Int’l Archive Advertisng Worldwide Jun. 2012: Vol.3. p147. Print.
No comments:
Post a Comment