Ariel：Clean Like New 新旧之间

文/奈

色彩鲜艳，随风飘香……

洗衣如新。这是洗衣广告的常规打法。

怎样更好地表现这种“新”？Ariel多花了一点心思——以旧衬新。

这些看上去很新的衣服全部MADE IN早已不存在的国家：Czechoslovakia (pre 1993), USSR (pre 1991), DDR (东德) (pre 1990) ，Yugoslavia (pre 1992)，因此，它们实际上有多旧就不言而喻了。

Saatchi & Saatchi Poland won Gold at the 2010 Epica Awards with “Labels”, a print advertising campaign featuring socialist countries that no longer exist. Ariel’s “Clean Like New” tag line is linked with clothing labels made in Czechoslovakia (pre 1993), USSR (pre 1991), DDR (East Germany) (pre 1990) and Yugoslavia (pre 1992).