Dreft Black is a liquid detergent that helps keep black garments black, even after many washes. The single minded proposition was quite simple: Dreft Black prevents loss of black colour when you wash your black garments.

To convey a premium feeling of the brand, we opted for a hand-drawn illustration, instead of photo images of clothes. We also thought it conveys the garment texture in a better, more vivid way. We were looking for a dramatic way of emphasizing the drama of the black colour leaving the garment.

The ad was noticed and discussed.