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(Aug. 27, 2001) SAO PAULO -- Procter & Gamble Co. takes a tongue-in-cheek swipe at conventional laundry detergent advertising with the first work on Ariel from its new agency in Brazil.

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.

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