Task: transfer the good feeling of textiles washed by Ariel Mild & Clean to the web. Online-Ad Strategy: an animated mouse pointer moves smoothly across a white surface. Different pleats appear until a click asks to "Experience purity in its mildest form." On clicking, the user is forwarded to the microsite. The pop-up is completely white. In its middle a mouse pointer waits to be moved. Soft and smooth pleats appear and the animated mouse arrow comfortably snuggles on the microsite. The mouse visibly feels cosy and comfortable. Result: purity in its mildest form.