Agency Network: 
January 2008

Print advertisment created by Saatchi & Saatchi, Belgium for Ariel, within the category: House, Garden.

Stain removal pen.

Advertising Agency: Saatchi & Saatchi Brussels, Belgium
Creative Director: Jan Teulingkx
Art Director: Didier Vanden Brande
Copywriter: Damien Veys
Photographer: Christophe Gilbert

Comments (27)

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Activity Score 1838


The line and the copy don't work together.

We're going to need more lube.

ricklongo's picture
Activity Score 1244

Too big a stretch. You get it, but it still doesn't make much sense as an image.

truecopy's picture
Activity Score 399

You 2 are full of crap. The image is straight to the point. Good campaign.

"Sex sells. Truth even better." - A friend

bknowlden's picture
Activity Score 3647

I agree, this is really good work.

Activity Score 1838

I agree.

My first comment was off.

I over thought it; I thought it was just ariel, and the line just a poor track, as opposed to simply stating that it was an ariel pen.

We're going to need more lube.

nida ijaz's picture
nida ijaz
Activity Score 19

it dosent make sense

everartz's picture
Activity Score 7613

no, it makes lots of sense.. the idea is crystal clear.. you "write" something with the pencil that creates the stain then remove it with the eraser, whats not clear about it?
its a good one...
I was done thinking then I realized I didn't think enough.

| everartz |

Black.Rainbow.'s picture
Activity Score 162

a lot isn't clear:

1) it's a pencil
2) rubbers don't remove spaghetti, so in fact it shows the INABILLITY of what's on top of the PENCIL to remove what the bottom of the pencil may create.
3) furthermore, stain removal pens do not originate what they subsequently clean up anyway.

it's obvious with these points in mind that the creators of this ad. thought something like "so what removes? oh, i know, a rubber on a pencil. shall we try and force it? yeah, why not...".

given that metaphorical ability is a sign of intelligence, the creators of this ad are obviously deficient therein.

teenie's picture
Activity Score 1894

Er...isn't that a pencil?

jazarah's picture
Activity Score 1262

hahahaha u r so right :)

FlyingDogs's picture
Activity Score 968

Makes sense, but making sense alone doesn't help. Nothing exciting unfortunately!

Tincho's picture
Activity Score 1093

It DOES make sense and its pretty easy to get.

Its a metaphor, as you can write with the pencil and then quickly and easily erase it with the pencil rubber, you can erase quickly and easily the stain with Ariel too.

...Ariel is the eraser of the stain... you get all this only with the image, you dont even need a copy, thats why this is great.

niranjanhg's picture
Activity Score 211

The eraser. The eraser which is in red color, erases the pencil mark, but leaves the red color on a white paper.It is only the white color eraser, which removes the pencil mark perfectly.
Is the Ariel is also same as the red color eraser?,

niranjanhg's picture
Activity Score 211

The eraser. The eraser which is in red color, erases the pencil mark, but leaves the red color mark on a white paper.It is only the white color eraser, which removes the pencil mark perfectly.
Is the Ariel is also same as the red color eraser?,

copywriter's picture
Activity Score 19

It's interesting. The first time I saw this one, I saw the pointy end of the pencil replaced with the fork and spaghetti, rather than seeing that the END was replaced with a pencil eraser. It made me think, "Why does this product cause spaghetti stains?" Maybe it's because the fork has a wooden, pencil-like handle.

Maybe it would've been better to have a metal handle (like the whisk ad, which I think works best out of the 3). And, instead of having the end of the fork be the end of a pencil, it may work better to take one of those erasers you used to put over pencil erasers when they wore down and stick IT on the end of the fork. Possibly.

capywriter's picture
Activity Score 5509

I've seen these ads last month, as campaign of the week on a Belgian marketing site. At that time I was also discussing it. As some of you say, it's quite easy to get the idea by just looking at the images. I mean, you know what they are trying to say, but when you think a bit further, it's not completely correct, at least not to me (us).
As Tincho says, it's like a metaphor. Pencil and gum work together... OK. But spoon and gum don't work together. Wouldn't it have been better if the end of the spoon/mixer/fork was actually the product, the top of it that you need to remove to use the product...? Makes more sense, but then probably a lot of people won't get the 'pencil-gum idea'. To me it feels like they had a nice first idea, but somewhere it's not 100% correct... but not knowing how to make it right... still execute it because it would be such a damn waste not to use this 'clever' image...

sonucoues2002's picture
Activity Score 804
klaussnow's picture
Activity Score 1645

stop this, and its from saatchi :shakes head:

... its already been done...

doworkson's picture
Activity Score 242

this isnt a bad ad, but it does get confusing after you think about it.

And the whisk and the wooden spoon dont really make sense unless im a cook and i dont want my apron to have stains.

The real benefit of ariel is to be able to remove stains when you're on the go. When you cant wash your shirt or dry clean your dress.

m í t i c o's picture
m í t i c o
Activity Score 676

Bien Forzado, sin sentido, I do not like.

vurtomatic's picture
Activity Score 364

Only ad guys will appreciate this. You guys are too caught up with the idea even though there's no logic to the way it's presented. All I see is a conflict between the word "pen" and what looks like a pencil in the visual. You expect a passerby to walk past, stop, scratch his head, and try to reconcile that?

smilepig's picture
Activity Score 254

combined the spoon and eraser ??
we got the stain and you will erase it by using the rubber???

Mandla N's picture
Mandla N
Activity Score 90


rony.wany's picture
Activity Score 50

its look like stain on the paper.

Rajib's picture
Activity Score 369

Good work.

miko1aj's picture
Activity Score 3086

Excellent. New and fresh approach to the category. Nice execution. Whole idea makes the viewer to consider the thing on which he's looking. And this is THE ad. Bravo.

ruky's picture
Activity Score 10

I really love it. i think rubber is replace by pack better.?? i dont know