This campaign for Gain detergent, created by Leo Burnett, Toronto, carries a âhiddenâ message. That means, you have to look twice (or, more times) to get the meaning. The ads show people whose clothes are washed with gain detergent. If we look again, we can see someone closely sticking to them from behind, enticed by the fresh smell.
In these ads, people are standing at the airport, art gallery and subway stations. An empty atmosphere makes them resemble to scenes from a horror movie. Where are all the other people? The copy reads- it smells that good. How?
Will the customer show the patience to sniff out the message?
Credits:
Advertising Agency: Leo Burnett Toronto, Canada
Chief Creative Officer: Judy John
Creative Directors: Heather Chambers, Israel Diaz
Art Directors: Anthony Chelvanathan, Israel Diaz
Copywriter: Steve Persico
Designer: Natalia Grosner
Photographer: Mark Zibert
Art Buyer: Heather Morton
Via: Ads of the world
