# Wrung-Out Shirt Ads The Airsana Dehumidifiers by Henkel Campaign Squeezes Out Moisture By Meghan Young | Published 2012-06-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/airsana-dehumidifiers-by-henkel References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/06/henkel-airsana-closet/) & [arsddb](http://www.arsddb.com) The longevity of clothes depends on a number of factors, not just the obvious wear and tear ones; the Airsana Dehumidifiers by [Henkel](https://www.trendhunter.com/trends/concentrated-laundry-product) ad campaign hones in on a particular factor that many people don't often consider. The moisture in closets and rooms can significantly change the quality of clothing, with this dehumidifier, people can ward off the inevitable for a while longer. The Airsana Dehumidifiers by Henkel ad campaign was conceived and executed by ARS DDB, an ad agency based in Caracas, Venezuela. Shot by photographer Pedro Primavera, it depicts three different shirts being wrung out, as though some invisible man has decided to release all the moisture residing in the fabric. This 'invisible man,' of course, is the Airsana dehumidifier. Simple and direct, the campaign gets the message across succinctly. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 75% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Closet Moisture Prevention:** Opportunities for innovation in products and services that prevent moisture buildup in closets and preserve clothing quality. - **Dehumidifier Advertising:** Opportunities for creative and visually striking ad campaigns promoting dehumidifiers as a solution for clothing preservation. - **Clothing Longevity Promotion:** Opportunities for marketing and messaging strategies that emphasize the importance of moisture prevention for prolonging the life of clothing. ### Industries Being Reshaped - **Home Dehumidifier Manufacturing:** Manufacturers of home dehumidifiers can innovate by creating models with features specifically designed for preserving the quality of clothing in closets. - **Sustainable Fashion:** Sustainable fashion brands can promote their products as a longer-lasting solution that benefits from moisture prevention, further reducing environmental waste. - **Smart Home Technology:** Smart home technology companies can incorporate dehumidifier control and monitoring features into their systems. ## Related on Trend Hunter - [Creative Laundry Solutions](https://www.trendhunter.com/trends/rewear-chair.md) - [Grandmotherly Laundry Campaigns](https://www.trendhunter.com/trends/abuela-tag-reader.md) - [Laundry-Drying Dehumidifiers](https://www.trendhunter.com/trends/meaco-dd8l-pro-desiccant-dehumidifier.md) - [Comedic Body Wash Ads](https://www.trendhunter.com/trends/moist-humor.md) - [Air-Circulating Laundry Racks](https://www.trendhunter.com/trends/clothes-drying-rack-concept.md) - [Garment-Drying Laundry Devices](https://www.trendhunter.com/trends/zera-lab-launbot.md) - [Naturally Inspired Fabric Softeners](https://www.trendhunter.com/trends/fabric-conditioners.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Y2K Weather-Report-Style Skincare Campaigns](https://www.trendhunter.com/trends/drycuticle-season.md)