Clothing care brand Ariel has launched a campaign for Ariel Pods: The Big One with the help of former England football star Peter Crouch.
The campaign “The Big One” will run across TV, video-on-demand, digital, social media, in-store and PR channels.
The TV spot, devised by production studio Fresh Films and directed by Sye Allen, features the footballer in numerous messy situations with the tagline “Big Mess? Big Deal!”.
It follows Crouch as he leaves the house and chests a muddy football, before visiting a restaurant where a waiter spills tomato soup on him. Things go from bad to worse when he accidentally lands in a muddy pigsty while parachuting.
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Crouch said: “This campaign has been great fun to be a part of – even if I did have soup down me. I thought the director was joking when he suggested I parachute into a pigsty, but I was game to show that a big mess is no big deal.
“The messy situations I found myself in were great opportunities to put The Big One to the test and see first hand how they deliver Ariel’s maximum clean with minimum effort. In one scene the production team had me covered in mud, but I was impressed that my shirt still came out stain-free.”
The Big One pods are available in Ariel’s original and colour ranges as well as Fairy’s non-bio range.
P&G senior brand director Laura Mcilwaine said: “When it came to launching The Big One, it was a no-brainer to work with Peter Crouch – someone famously known for his size – but our partnership goes beyond that.
“Peter is known as an outstanding performer in his field and The Big One is a huge innovation which has twice the stain and odour removal of regular Ariel 3in1 Pods and it too, delivers an outstanding performance, making Peter a fitting ambassador for this launch. The Big One will help people to simplify the laundry routine no matter the mess or size of the load – all you need is one and you’re done.”
