Ariel | Jasmine

Credits
Project Ariel, jasmine-scented
Client P&G, Ariel, Lebanon, Lyal Ammar, KSA, Khaled Maqtari,
Abdullah Al Harbi
Brief Introduce a new variant of Ariel detergent, which has the perfume
of jasmine
Creative agency Saatchi & Saatchi Dubai
Creative director Ed Jones
Copywriter Micky Larosse
Art director Fadi Yaish
Account handlers Olfa Murad, Johnny Sadaka, Hamid Naqvi
Photographer David Taylor-Bramley
Illustrator, retoucher Ahmed Kunamed
Exposure Prestige Magazine, Lebanon, Emirates Today newspaper, UAE
The lowdown
Ariel's reputation for providing impeccable cleaning is already
well known and so this campaign focuses on the addition to the formula
of a jasmine perfume. In a number of different executions the campaign
shows that, so fragrant are one's clothes after being washed in Ariel
with jasmine that, for example, even a bank robber, the victim of a
kidnap, and a footballer take pleasure in the perfume even though we
might expect them to be distracted by other matters at hand. Ariel is
manufactured by Procter & Gamble.

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