Making a big (or small) mess

Following Tide's concept (or is it the other way around? I wonder who came first!) Ariel has also released a "pocket" easy to carry along cleaning product! Now we all knew the normal Ariel washing powder, (that by the way I believe is the best - my mum would never change it), but here is a campaign comparing these two subsidiary products (Ariel Pocket & Compact) showing in a clever way the purpose of each. The ads are made again in that well known ad school "Miami" that still keeps surprising me every time! The concept explains with a satisfying doze of humour, how to use the "Pocket Ariel" on small stains or the "Compact Ariel" on large ones, for any situation someone might get involved to... big or small ones. Bravo!

Client: Ariel
Agency: Miami Ad School Europe, Hamburg
Copywriter: Jan Iohse / Patrick Duever
Art Director: Jan Iohse / Patrick Duever

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