Procter Gamble is betting on advertising creativity as never before, and it is the same giant that used to accuseocus of squares, defenders of parity, masters of testimonials and demos. After Unilever, Procter sent more executives to Cannes than any other advertiser. And among its sources of winning, seductive and strategic creativity is Del Campo Nazca Saatchi Saatchi.
With these Ariel pieces, true geniuses, they won it all in 2007, because where there was a stain, there’s your clothes again.
To the world’s clients we can simply ask, if Procter Gamble has renewed its paradigms, reinvented itself and dares, why not do the same for your brands? There are too many clients doing the same old thing, and of course, they see us advertising creatives as the crazy ones who always want to innovate.
Procter has been a reference source for centuries, and because of its approach to translating consumer insights into creativity that attracts and seduces, that respects intelligences and doesn’t tell all, that inspires loyalty and sells, it can be a reference again today as well. The arguments could be many more, and yet, the graphic samples in this publication alone support these new paradigms.
Ariel’s creatives will be in Costa Rica, in Tribu and with its creatives, executives and clients. No more of the same, it’s not worth continuing.