Cannes Lions

IVORY

WIEDEN+KENNEDY, Portland / PROCTER & GAMBLE / 2012

Film
Film
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Overview

Description

These simple, straightforward and playful TV spots are part of a brand refresh, aimed at contemporizing the 130-year-old brand while staying true to its heritage. Directly targeting modern moms, who lead complicated lives but are drawn to simplicity, the spots take a humorous look at the world through "Ivoryisms" - refreshingly honest truths that appear in all of the television, print and online advertising. These truths include simple and straightforward messages that reintroduce Ivory's perspective on keeping things pure, clean and simple. The inspiration came from the contrast between the simplicity of Ivory soap and the complexity of everyday living – emphasizing freedom from nonsense and over-complication.

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2021, PROCTER & GAMBLE

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