FAB Makes Stain Look Harmless

Procter & Gamble, Singapore, presented FAB Perfect laundry powder as the way to take the fear out of combining clothing and eating with a print advertising campaign blending the two together: Ice Cream, Ketchup and Soup. The tag line: “Makes stain look harmless”.

Fab Icecream

Fab Soup

Fab Ketchup


The FAB Stains campaign was developed at Leo Burnett/ARC Worldwide, Singapore, by executive creative director Chris Chiu, creative directors/art directors/copywriters Victor Ng and Jon Loke, photographer Xuan (Groovy Studios) and retoucher Lay Leng (Procolor).

The campaign won a Bronze Press Lion at Cannes International Advertising Festival.