Ariel Kung Food Fighting

P&G’s Chinese campaign for Ariel, “Crab”, “Spaghetti”, Hotdog and Hamburger”, presents messy food as the combatant for the laundry detergent, showing Ariel fighting it out with regular food stains. The campaign was shortlisted in both press and outdoor categories at Cannes International Advertising Festival 2009.

Ariel Crab print advertisement

Ariel Hot Dog print advertisement

Ariel Spaghetti print advertisement

Ariel Hamburger print advertisement


The Ariel Kung Food campaign was developed at Saatchi & Saatchi Guangzhou by executive creative director/art director Ng Fan, creative director/art director Wendy Chan, art directors Liu Zhong Quing and Ye Zhi Guang, and copywriter Au Kin Cheong, photographers Lau Kwok Tim and Gao Shi Yuan and retouchers Leo Tai and James Chan. Also involved were advertiser’s supervisors Ruediger Koppelmann, Farrell Wang and Jerry Liu, and account supervisors Ann Jingco, Sherry Tan and Pully Chau.