When I saw this spot for Ariston Washing Machines, I was sure I'd seen something before. It features clothes that have been made to look like aquatic life, swimming blissfully in an aquatic wonderland.
I thought I'd seen it before. And I had. In 2004, Springer & Jacoby created a print campaign for Ecover laundry detergent that is visually nearly identical--a campaign that was reprinted in Archive (thanks to Jesper Hansen and Maxim Van Wijk for their help in locating copies of this campaign).
The Ariston spot even mimicks some of the poses of the Ecover spot: the socks as fish, a scarf/tie as eel, a blouse as jellyfish. It seems a little too similar to be a case of brainsync, in my opinion.
And if that wasn't enough, Clayton also found this Whirlpool Duet ad that uses clothes to make swimming animals--in this case, penguins.
Check out all the images at texturl.net.
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Heh. For Ecover it malkes sense (for the message) to have clothes as aquatic life. For Ariston "deeply different", it's just a cool visual effect. Nice badlander!
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PermalinkCouldn't agree more. For Whirlpool and Ariston, the connection to the sell message is tenious at best. Penguins and ice equal clean? I thought it was going to promote its cold-water cleaning power or something.
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Permalinkthat's exactly what I thought as well!
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