Kao laundry product “Attack”, in Thailand โจมตี, is being promoted in a print advertising campaign featuring pregnant women and clothes with deep breathing capacity. The tag line, “New deep breath taking fragrance detergent”, doesn’t quite work in English, with the emphasis on breathing deeply lost in the breath taking concept. However, the posters pick up both the pleasure the body takes in fragrant clothes, and the search for the natural and safe associated with pregnancy. Has the woman in blue got twins?
The Attack campaign was developed at Dentsu Thailand by executive creative director Warunee Tanakijchumroon, creative director Nisa Mujjalintrakool, assistant creative director Peabporn Prayudthanakul, art director Wutichai Chaometeewut, copywriter Natrenapa Suwannatre, photographer Supachai Sriwanlapanon, with retouching done at Chill House.