Agency Network: 
April 2007
Ariel:  Ketchup


Print advertisement created by Saatchi & Saatchi, United Arab Emirates for Ariel, within the category: House, Garden.


Stay stain-free.

Advertising Agency: Saatchi & Saatchi, Dubai, UAE
Creative Director: Ed Jones
Art Director: Fadi Yaish
Copywriter: Mick Larosse
Illustrator: First Base Imaging London / Fadi Yaish
Photographer: David Taylor Bramley
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Slashh's picture

This one I like. I don't know if I've been set-up by the previous ad, but this one seems to read a lot quicker in my opinion than the pants. Although it really is disgusting close-up. She looks like Jenny McCarthy as Carrie in the prom scene. I think these work much better when they lean against each other in a campaign. It's a hellava claim, but I like the idea.

Activity Score 294
Hand's picture

I like the idea, but not the execution on this one
looks like texas chainsaw massacre to me, and what the hell could make the ketchup got splattered all over your face like that

Activity Score 195
Graphic Designer
wgeddes's picture

exactly... why is it splattered?

Activity Score 298
Art Director
mikelite's picture

the splatter is just too perfect, too staged. And there is no idea here, just execution

Activity Score 1031
Copywriter |

ivan's picture

The shirt isn't stained. Does that not count as an idea?

Activity Score 12
Creative Director at Ads of the World
klaussnow's picture

haha, I'm trying to find the source of the ketchup stain, where is it coming from??

Activity Score 1645
Art Director |

... its already been done...

SummerA's picture

Ketchup? Oh no, it's just that day of the month of her. If you know what I mean.

Activity Score 154
mikelite's picture

wow. you're a dick.

Activity Score 1031
Copywriter |

mikelite's picture

technically, yes, it's an idea. I've got the idea to punch myself in the neck, doesn't mean it's a good idea. This is just unoriginal.

Activity Score 1031
Copywriter |

kre8's picture

way too forced in my opinion.

Activity Score 989
slim's picture

Awful art direction. It's totally staged, the girl looks ridiculous, the chips look plastic. And where the hell is the sauce bottle?

Activity Score 1047
picturejockey's picture

The way the ketchup is splatteres all over her make me think that the guy who did this ad was watching porn all night the night before.

Activity Score 658
Creative Director at RK Swamy BBDO |
View Navin Harish's profile on LinkedIn

mrtalented's picture

stain-proof fabric? by the way, it's so forced to have great splat on the model for no related acts.

Activity Score 2171
Creative Director
besoz's picture

i agreee with all of you where is the ketsgup bottle and where is the source , the girl looks very scary with her bloood on her face the chips is plastic i don't like this

Activity Score 48
Art Director
gibshellenberger's picture

just doesn't make sense. yeah, the shirt's not what. strange.

Activity Score 157
Creative Director
scarfinati's picture

I think cropping off the face and zero-ing in on the shirt, thereby defining the contrast of the white shirt and red ketchup, would help this. Its not about the person, its about the shirt.

I like it because its visual...

Activity Score 843
Art Director
djspiralz's picture

nice idea
terrible execution

Activity Score 491
Tomás's picture

The one who asks himself where the ketchup bottle is didn´t understood the ad.
Still bad, at least for me.

Activity Score 46
slim's picture

I don't understand the absense of the bottle. Kindly explain.

Activity Score 1047
Nahoj's picture

Were is the ketchup...???.........blood?? xD

Activity Score 11
Art Director at Freelance...
mrtalented's picture

just silly

Activity Score 2171
Creative Director
jazzayer's picture

stupid !!! where is the bottle & why there is two plates of fries ?????

Activity Score 10
Photographer at Algiers
Guest's picture

Take a look at her shirt, there's no ketchup on it, just like the other 2 ads, their clothes are completely clean.

Helrazor's picture

These ads are extremely clever. If you look closely at the top of her head it is very dark almost as if to suggest that the top of her head has been blown off by whoever is sitting opposite her! As every one knows with a glass bottle of ketchup when you vigoursly shake it and tap goes everywhere suddenly! This ad is cleverly saying that Ariel will keep your whites stain-free no matter if you have a bottle explode on you or be shot in the head.
As for the other ads with the ink...again the way in which the pen is held indicates a razor and the way in which his wrists are positioned looks to me like the ad is cleverly and "tastefully" saying again Ariel will deal with your stain free shirt wheteher you spill ink on it or slit your wrists in it!!
And the food splattered up the girls legs? Easy, just look at the colour and where it is....she has peed herself! Ad claiming it deals with your white trousers even if you spill your food or pee your pants!!
In fact the more I think about it, it's insanely clever!
Sorry for long reply and sounding as if I am going on but was excited to express how I am seeing these Ariel ads! Certainly an excellent way to get into the consumers heads!!

Activity Score 6
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