This 2003 American ad is finding a place here in Adformula not because it is the best ad in my archive... For that matter, I haven’t yet seen the best ad, as my archive is getting bigger with every passing day.....
This ad awed me for sure for the fun in it. But more than that, it has overwhelmed me for taking the formula out and doing something new... Procter & Gamble and many other makers of detergents has used the "doorstep challenge" method (formula) in which a B or C rate celebrity encounters and persuade a "surprised housewife" that the powder really does work better than other washing powders.. a dirty bucket and some unbelievably dirty clothes which when dipped on the said bucket will prove the point…..Some places and in some situations the formula slightly varies where the celebrity is replaced by a jealous neighbor or even a mother- in- law or daughter -in -law who teaches and the other one gets taught…
As an advertising device, however, it has been living on borrowed time. While it may have proved to be a tried-and-tested way of demonstrating the powders qualities, a whole new generation of housewives (and husbands too) found the idea a bit too out dated and cheesy to be accepted just like that…
Out of the box stuff when the ad introduces to us to Mummy Maureen and son Sean. Maureen finds an off-white bra in Sean's bedroom.Sean's girlfriend is not using Daz, she concedes, but the bra is not her’s either……. Sean looks bashful and the barmaid looks shifty..... TheAd is made by Leo Burnett and was extended into different forms and ideas of which I have one more to show and it is here...
Hitherto, I use this ads to teach “out of the box” concept… but as the saying goes” to think out of the box, one first have to have the box”………
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