Cannes Lions
GREY WORLDWIDE GERMANY, Dusseldorf / PROCTER & GAMBLE / 2006
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Simple words of wisdom are often bequeathed in form of a rhyme. This also holds for the “Pearls of Wisdom” that are shared in this campaign: Unique characters with dirt expertise, in this case a farmer, vouch for Meister Proper´s unfailing ability to get things white, in a way unseen in detergent advertising.
To note, in German, “wisdom” and “whiteness” are pronounced the same, making this a potent play on words.
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