Advertising Week


Advertising Week 10th Anniversary Official Guide

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Page 157 of 333

156 CATALYST Using storytelling and social media to move people to change the world In a TV commercial for Ariel, a brand of laundry detergent in India, an elderly father watches while his adult daughter arrives home from work, finishing up a client phone call as she walks in. She lays down a bag from the grocery store on the kitchen table, asks her son about his homework, makes tea for her husband who is relaxing on the couch, starts dinner, picks up her son's toys, and puts in a load of laundry. Later, the father, who had been visiting, writes a letter to his daughter, in which he apologizes for setting a bad example by expecting her mother to do all the household chores. He pledges to her that from now on, he'll do half the laundry. By Theresa Sullivan Barger D OING WELL BY D OING GO OD The D&AD IMPACT Awards give a nod to ads that boost sales and solve problems by Theresa Sullivan Barger W H I T E P E N C I L Diversity & Equality Dads #ShareTheLoad AG E N CY BBDO India C L I E N T P&G India

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