Bright White

The "Bright White" campaign for Ariel detergent, created by

Saatchi & Saatchi in Paris, France in 2005, used exaggeration and visual trickery to communicate its message. The print ad showed a person's shirt so intensely white that their shadow was completely blocked out.

This clever concept played on the idea of Ariel making clothes brighter than bright. The exaggerated visual metaphor effectively conveyed the product's whitening power in a memorable way.

The campaign was part of Ariel's long-running efforts to promote their detergent's whitening abilities. Over the years, Ariel has continued to create impactful advertising campaigns that stand out in the competitive laundry detergent market.