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The Poly Brite campaign cleverly admits to an accidental spill but then turns it on its head by not showing the liquid on the ground but a spill-shaped drain instead. By doing so, it communicates that the water, tea and whatever is commonly or not-so-commonly spilled will appear as though it simply drained through the floor with the help of this product.

Conceived and created by the Ogilvy & Mather ad agency based in Bangkok, Thailand, the Poly Brite campaign is simple and direct with a creative twist. There have been a slew of ways to portray the easy and convenient clean up of a spill, but this imagery is a refreshing change. It was photographed and retouched by Surachai Puthikulangkura and Surachai Puthikulangkura.