The company behind these Ariel Stain Remover ads is definitely of a cynical spirit, but when you're in the business of spots, splatters and smears on fabric, you always need to be prepared.
"There's always a stain waiting to happen" is the Ariel motto, and really, there's always that possibility. Balance, control, agility, obstacles and others in the room all have an impact on whether or not your glass of wine may end up on your shirt or the carpet, and should any spatters appear on such items, you'd want a bottle of laundry detergent at hand to go on offense the moment it occurs.
Quite cleverly, Saatchi & Saatchi used the iconic shape of a spill in each of these Ariel Stain Remover ads. To communicate definite possibility and expectancy if such accidents, the form of the soup bowl and the jam-covered cake tray have been sculpted in such a way, rather than applying the image directly to the floor.