The company moved its estimated $30 million Ariel account from Salles D'Arcy in favor of F/Nazca Saatchi & Saatchi seven months ago.
The campaign employs the cliches of the sector's advertising genre -- such as product demonstrations -- to its own advantage in humorous TV and print ads.
For instance, Ariel's so-called cleaning agents become strong, good-looking men in the ads, whose mission is to keep the family's clothes clean and fresh looking.
In the first ad, "Ideal Husband," a couple appears onscreen. The woman is tired of doing all the housework, with little help from her lazy husband. A voice-over announces that the wife has two options: divorce or use Ariel.
At that moment, the Ariel bubbles become "ideal husbands." Men appear as if inside a washing machine, making the whole washing process a man's job, and working to the soundtrack of the Village People song "Macho Man."
The ad concludes with the tagline: "Ariel is the only one that has 'ideal husbands' in its formula."
"Ideal Husband" debuted on local TV networks. Five double-page print ads will be seen in magazines. Point-of-purchase promotions will also be developed. -- Claudia Penteado
Copyright August 2001, Crain Communications Inc.