文/奈

色彩鮮艷，隨風(fēng)飄香……

洗衣如新。這是洗衣廣告的常規(guī)打法。

怎樣更好地表現(xiàn)這種“新”？Ariel多花了一點(diǎn)心思——以舊襯新。

這些看上去很新的衣服全部MADE IN早已不存在的國家：Czechoslovakia (pre 1993), USSR (pre 1991), DDR (東德) (pre 1990) ，Yugoslavia (pre 1992)，因此，它們實(shí)際上有多舊就不言而喻了。

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).