In this print advertising campaign named âTortureâ, Ariel carries a tagline-âStop being cruel to your clothesâ. The campaign for this washing detergent, developed at Saatchi & Saatchi, Mumbai, adopts a fresh concept. However, whether it is right to inculcate this concept in this particular campaign is questionable.
The ads carry images of clothes which are being rudely washed. The clothes are arranged in a way which looks like human beings. Of course, the ad effectively conveys the message that improper ways of washing can cause damage to the clothes. But when you bring such a serious fact like âtortureâ into this ad, it seems to be inappropriate here.
Looking at these ads makes us think about the real victims. The viewer may feel a pinch of sadness when he/she sees this serious fact is being used in a light manner.
Credits:
Advertising Agency: Saatchi & Saatchi, Mumbai, India
Creative Director: Juju Basu
Art Director / Illustrator: Sandeep Poyekar
Copywriter: Amit S Acharekar
Photographer: Amol Jadhav
Via: Ads of the world
